Money | Hooters Hooters' New Plan: Attract Women Low-brow restaurant chain revitalizes its image By Neal Colgrass Posted Aug 4, 2012 1:33 PM CDT Copied A waitress from Atlanta, USA, on her way to serve food, walks past Chinese guest during the pre-opening session at Hooters restaurant in Beijing, China, Monday, Sept. 10, 2007. (AP Photo/Andy Wong) Never fear, Hooters fans: The so-called "breastaurant" doesn't plan to finally clothe its waitresses. But the chain's revitalization project does include renovating restaurants, updating the menu, and attracting an unexpected new customer ... women. Why the upgrade? Because Hooters has been closing restaurants and losing revenue, thanks to competitors like Tilted Kilt and Twin Peaks, TIME reports. So far, Hooters has hired the creator of HBO's Eastbound & Down to hit us with new TV spots featuring football analyst Jon Gruden. And its new menu includes salads, burgers, and an "expanded" chicken wing line; ethnic-style foods may even be offered. Attracting women and Millenials, though, is another story. As one analyst put it, “How do you appeal to a new generation without pissing off the generation that’s coming in the doors?” Read These Next The latest trend in male enhancement involves a syringe. A reward is offered in the Montana manhunt. Trump not happy after Charlamagne tha God's suggestion for 2028. Toddlers ride for free, but this woman stowed hers in a suitcase. Report an error