Hulk Hogan Eyes Hooters in Real American Brand Expansion

Because nothing says “rebranding” like Hulk Hogan and orange shorts.

Hulk Hogan is reportedly leading a full-scale bid through his Real American Beer brand to acquire Hooters of America, including its intellectual property and possibly the restaurants themselves.

Hooters filed for Chapter 11 bankruptcy in March under approximately $376 million in debt. Real American Beer, launched by Hogan in 2024, has assembled a team with extensive experience in restaurant franchising, real estate, branding, and digital marketing to overhaul the brand for a younger audience.

Because U.S. liquor regulations prevent beer brands from owning restaurants, Hogan’s group would license the Hooters name and rely on a separate restaurant operator for physical locations. The proposal is competing with a bid from original Hooters co-founder Neil Kiefer and must be approved by bondholders and the bankruptcy court.

Hogan’s pitch centers on revitalizing Hooters, not just preserving it. Real American Beer plans to use its existing distribution channels (including Walmart and Albertsons) to reintroduce Hooters through merchandise, food and beverage products, digital content, gaming venues, and brand experiences.

My take: If Hulk Hogan buying Hooters sounds like the plot of a surreal reality show, just remember this is the same guy who claimed he wrestled 400 days in a single year, tried to rewrite history about Metallica, and was famously kicked out of WWE over racist comments. Turning Hooters into a “Real American” brand is probably the most Hogan thing ever, equal parts nostalgia, confusion, and controversy wrapped in a bandana.

Sources: Business Insider, Sports Illustrated