From boom to bust: The decline of Hooters and the hidden costs for servers

In 1983, six businessmen got together and opened the first Hooters restaurant in Clearwater, Florida. Hooters of America LLC quickly became a restaurant chain success story.

With its scantily clad servers and signature breaded wings, the chain sells sex appeal in addition to food—or as one of the company’s mottos puts it: “You can sell the sizzle, but you have to deliver the steak.” It inspired a niche restaurant genre called “breastaurants,” with eateries such as the Tilted Kilt Pub & Eatery and Twin Peaks replicating Hooters’ busty business model.

A decade ago, business was booming for breastaurant chains, with these companies experiencing record sales growth.

Today it’s a different story. Declining sales, rising costs and a large debt burden of approximately US$300 million have threatened Hooters’ long-term outlook. In summer 2024, the chain closed over 40 of its restaurants across the U.S. In February 2025, Bloomberg reported that the company was on the verge of filing for bankruptcy.

Hooters isn’t necessarily going away for good. But it’s certainly looking like there will be fewer opportunities for women to work as “Hooters Girls”—and for customers to ogle at them.

As a psychologist, I was originally interested in studying servers at breastaurants because I could sense an interesting dynamic at play. On the one hand, it can feel good to be complimented for your looks. On the other hand, I also wondered whether constantly being critiqued might eventually wear these servers down.

So my research team and I decided to study what it was like to work in places like Hooters.

In a series of studies, here’s what we found.

Concocting a male fantasyland

More so than most restaurants, managers at breastaurants like Hooters seek to strictly regulate how their employees look and act.

For one of our studies, we interviewed 11 women who worked in breastaurants.

Several of them said that they were told to be “camera ready” at all times.

One described being given a booklet with exacting standards outlining her expected appearance, down to “nails, hair, makeup, brushing your teeth, wearing deodorant.” She had to promise to stay the same weight and height, wear makeup every shift, and not change her hairstyle.

Beyond a carefully constructed physical appearance, the servers relayed that they were also expected to be confident, cheerful, charming, outgoing, and emotionally steeled. They were instructed to make male customers feel special, to be their “personal cheerleaders,” as one interviewee put it, and to never challenge them.

Suffice it say, these demands can be unrealistic—and many of the servers we interviewed described becoming emotionally drained and eventually souring on the role.

‘The girls are a dime a dozen’

It probably won’t come as a surprise that Hooters servers often encounter lewd remarks, sexual advances, and other forms of sexual harassment from customers.

But because their managers often tolerate this behavior from customers, it created the added burden of what psychologists call “double-binds”—situations where contradictory messages make it impossible to respond properly.

For example, say a regular customer who’s a generous tipper decides to proposition a server. Now she’s in a predicament. She’s been instructed to make customers feel special. And he’s already left a big tip, in addition to being a regular. But she also feels creeped out, and his advances make her feel worthless. Should she push back?

You might assume that managers, aware that their scantily clad employees would be more likely to face harassment, would try to set boundaries and throw out customers who treated servers poorly. But we found that waitresses at breastaurants have less support from both management and their coworkers than servers at other restaurants.

“Unfortunately, the girls are a dime a dozen, and that’s how they’re treated,” a former server and corporate trainer at a breastaurant explained.

The lack of coworker support might also come as a surprise. Rather than standing in solidarity, the servers tended to compete for favoritism, better shifts and raises from their bosses. Gossiping, name-calling, and scapegoating were commonplace.

The psychological toll

My research team also wanted to learn more about the specific emotional and psychological costs of working in these types of environments.

Psychologists Barbara Fredrickson and Tomi-Ann Robert have found that mental health problems that disproportionately affect women often coincide with sexual objectification.

So we weren’t surprised to find that servers working in sexually objectifying restaurant environments, such as Hooters and Twin Peaks, reported more symptoms of depression, anxiety and disordered eating than those working in other restaurants. In addition, they wanted to be thinner, were more likely to monitor their weight and appearance, and were more dissatisfied with their bodies. Hooters didn’t reply to a request for comment on this story.

Why are women drawn to the job?

Given our findings, you might wonder why any women would choose to work in places like Hooters in the first place.

The women we interviewed said that they sought work in breastaurants to make more money and have more flexibility.

A number of servers in one of our studies noted that they could make more money this way than waitressing at a regular restaurant or in other “real” jobs.

For example, one of the servers we interviewed used to work at a more run-of-the-mill restaurant.

“It was OK, I made OK money,” she told us. “But working at Hooters … I’ve walked out with hundreds of dollars in one shift.”

All the women we interviewed were in college or were mothers. So they enjoyed the high degree of flexibility in their work schedule that breastaurants provided.

Finally, several of them had previously experienced objectification while growing up, or they’d participated in activities centered on physical appearance, such as beauty pageants and cheerleading. This likely contributed to their decision to work at a Hooters or one of its competitors: They’d been objectified as adolescents, and so they found themselves drawn to these kinds of setting as adults.

Even so, our research suggests that the financial rewards and flexibility of working in breastaurants probably aren’t worth the potential psychological costs.

Dawn Szymanski is a professor of psychology at the University of Tennessee.

This article is republished from The Conversation under a Creative Commons license. Read the original article.