Hooters is working to transform its brand image as the restaurant chain seeks to appeal to a broader customer base, CEO Neil Kiefer announced.

The restaurant chain, known for its distinctive branding and marketing approach, is attempting to reposition itself as a more family-friendly establishment. Kiefer outlined the company's strategic shift during recent statements about the brand's future direction.

The rebranding effort represents a significant departure from Hooters' traditional business model, which has been a defining characteristic of the chain since its founding. The company operates hundreds of locations across the United States and internationally.

Details about specific changes to restaurant operations, menu offerings, or staff uniforms were not immediately provided. The timeline for implementing the rebranding initiative also remains unclear.

The announcement comes as many restaurant chains face evolving consumer preferences and demographic shifts that influence dining choices. Industry observers note that family-oriented establishments often see more consistent traffic across different times of day and customer segments.