(NEW YORK) — Chain restaurant Hooters is revamping its iconic 30-year-old logo to feature a leaner, meaner owl.
Still, true to the restaurant’s positioning in the food service space, the sexual imagery is staying, says Dave Henninger, chief marketing officer of the company.
“The (visual) double entendre remains in place,” Dave Henninger, chief marketing officer, told USA Today. “We want to keep the tongue-in-cheek wink going.”
On Thursday, the company unveiled its modernized “Hootie” as part of its 30th anniversary celebration.
Based in Atlanta, the company opened its first restaurant on Oct. 4, 1983 in Clearwater, Fla. The privately held chain has over 430 locations in 28 countries today and owns 160 of those restaurants.
While competition from other “breastaurants” have popped up across the country, the company maintains that “the Hooters girl,” the name of its scantily-clad waitresses, is a “globally recognized icon.”
“The current logo, uniform, menu and ambiance are all very similar to what existed in the original store,” Hooters’ website states. “This consistency is understandable given Hooters continued success and high ranking amongst the industry’s growth leaders.”
Copyright 2013 ABC News Radio
Cristina Alesci Seth Fiegerman and Charles Riley, CNN