Southern Maryland diners who frequent the Waldorf Hooters may soon see changes as the national chain moves to restore its original beach-themed, family-style concept.
Longtime CEO Neil Kiefer said the restaurant started in 1983 as a casual neighborhood spot but drifted under private equity ownership after the company sold rights in 2001. Some locations introduced more revealing uniforms and altered recipes, moving away from the founding vision.
Hooters of America filed for Chapter 11 bankruptcy in 2025. Kiefer and other original co-owners reacquired the rights and announced plans to return more than 100 locations to the brand’s roots.
Kiefer, who started as an attorney for the chain in 1983 and became CEO in 1992, said servers will return to the original uniform instead of the now-iconic short shorts that some locations made more revealing and sexualized. The chain will also go back to the original wing sauce recipe after some locations used a substitute for years.
The rebrand aims to make Hooters more welcoming to families, couples and regulars while keeping the fun, casual atmosphere that defined its early days. Kiefer described the changes as a return to what the brand was always meant to be — a beach-themed, family-style restaurant.
Southern Maryland residents in Charles County have long visited the Waldorf location along U.S. Route 301. The rebrand could make it more appealing as a family dining option alongside other local restaurants in the growing corridor between Waldorf, La Plata and Prince Frederick.
The company is modernizing operations while preserving the core brand identity. Officials have not announced exact timelines for individual locations, but the changes are already underway at company-owned stores as part of the broader effort.
The rebrand comes as the restaurant industry continues to recover from pandemic-related challenges. The original owners’ return signals a renewed focus on the brand’s heritage while adapting to today’s family dining expectations.
Hooters was founded in Clearwater, Florida, as a beach-themed restaurant. The original uniform was more modest than later versions, and the chain built its reputation on good food, friendly service and a fun atmosphere. Kiefer and the original co-owners are now working to restore that identity across the brand.
For Southern Maryland residents, the changes could mean a more comfortable dining experience at the Waldorf Hooters, especially for families looking for casual spots along the 301 corridor. The restaurant has long been a gathering place for locals, sports fans and tourists passing through Charles County.
The company plans to focus on quality ingredients, consistent recipes and a welcoming environment that appeals to a broad audience. Officials say the changes will be rolled out thoughtfully to maintain the brand’s fun personality while making it more family-oriented.
Southern Maryland’s dining scene continues to evolve with new restaurants and updated concepts. The Hooters rebrand is the latest example of national chains adapting to local preferences in Charles County and the surrounding area.
More details on the rebrand and timeline for individual locations are expected in the coming months. Residents can follow updates through the official Hooters website.
