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 A former NFL Pro Bowler has died at age 36. Major websites, apps affected by massive outage. Secret Service finds something strange pointed at Trump's plane. The massive AWS failure exposed a big problem with the internet. Report an error