Hooters has quietly closed multiple restaurant locations in states with liberal political leanings, including its final outlets in Massachusetts and New York, according to reports. The closures, which took place in June, mark a significant retreat for the chain in regions where cultural and economic trends have shifted away from its traditional business model.
The breastaurant chain, known for its wings and waitstaff attire, shuttered its last remaining store in Massachusetts in June, following earlier closures in New York City earlier this year. In addition, Hooters has closed locations in Minnesota and Connecticut, leaving only a single restaurant operating in Michigan. The moves come as the company faces headwinds from declining beer consumption, the rise of to-go sports bar food models, and a growing popularity of lesbian sports bars in some markets.
Company leadership indicated in April that a Hooters movie is in development and that the chain may pursue growth in the western United States, particularly in states like Florida where it maintains a strong presence. However, analysts suggest that a return to states with progressive policies is unlikely, as the brand struggles to resonate with local consumer preferences.
The closures reflect broader challenges for casual dining chains that rely on alcohol sales and a specific brand identity. Beer consumption has been on a downward trend in the U.S., with younger consumers increasingly opting for craft cocktails, hard seltzers, or non-alcoholic options. Meanwhile, the pandemic accelerated the shift toward takeout and delivery, benefiting fast-casual and to-go concepts over sit-down restaurants.
Hooters' struggles are not isolated. Other legacy brands, such as Cracker Barrel, have faced backlash after attempting to modernize their image. Cracker Barrel CEO Julie Masino drew criticism last year for overhauling the chain's decor and menu, moves that alienated loyal customers and led to a temporary stock decline. While some media outlets have praised Masino's efforts, the company's stock has only recently recovered to pre-controversy levels.
The closures also highlight the impact of cultural and political divides on business operations. In states with liberal governance, Hooters has faced increased scrutiny over its hiring practices and workplace culture, which some critics argue objectify women. The chain has attempted to pivot by emphasizing its food and sports bar atmosphere, but the brand remains polarizing.
Despite the setbacks, Hooters continues to operate hundreds of locations globally, including in international markets. The company has not announced further closures but has signaled a focus on expanding in regions where its concept is more widely accepted. For now, the chain's footprint in the Northeast and Midwest has shrunk considerably, leaving fans in those areas with fewer options.
The news of the closures has sparked discussion among industry observers about the future of themed restaurants and the importance of adapting to changing consumer values. As younger generations prioritize inclusivity and health-conscious dining, traditional chains like Hooters may need to reinvent themselves to survive.