Hooters, the restaurant chain noted for its chicken wings and provocatively dressed waitresses, is getting a makeover to celebrate its 30th anniversary.
The chain, which originated in Clearwater, on Thursday unveiled a modern owl logo to replace the iconic "Hootie," and also will be introducing new menu options and more contemporary restaurant designs.
The new logo still features the Hooters name, with Hootie's eyes strategically replacing the O's in the name as an ode to the chain's provocative image. But the typography is more streamlined, and Hootie is thinner and sleeker to keep in line with the chain's evolving image.
"Revealing this new logo celebrates our 30-year legacy and continued growth as one of the most successful dining destinations in the world," Dave Henninger, chief marketing officer for Atlanta-based Hooters of America, said in a news release. "We have already tested the contemporary design of the new Hootie with our customers and it was preferred 9 to 1 over our original logo, which will become part of our brand heritage."
The logo made its first showing last week at the grand opening of a Hooters in Shanghai, China, and was introduced in the United States during Thursday night's annual Hooters International Swimsuit Pageant on Fox's Speed cable channel.
The logo also can be seen Thursday at the Hooters World Wing-Eating Championship at the original Hooters, 2800 Gulf To Bay Blvd., Clearwater.
The new menu will be rolled out in select markets in August, and the logo will begin to appear on the waitresses' tank tops, signs and merchandise over the next several months.
Hooters' new contemporary restaurant design appeared in a remodeled location in Kirby, Texas, and a newly built Hooters in Slidell, La. It features an enhanced atmosphere with larger windows, more open space, central bar, large video walls, more televisions and improved seating.