Hooters gets new logo as part of sweeping overhaul

The wing-and-beer chain, celebrating its 30th anniversary, unveils the design as it faces new competition from upstart competitors.

Hooters of America unveiled a new logo this week as part of a broad attempt to keep the aging chain relevant with customers who suddenly have a number of new "breastaurant" choices.

The company's new "Hootie" logo (pictured, top) looks very similar, with an owl's eyes that also look like doughnuts. Or tires. Or something like that.

But the owl has become more sleek and stylized, which the restaurant says calls out its "contemporary transformation" with a nod to its heritage. Hooters is celebrating its 30th anniversary this year.

USA Today says the old owl was "scruffy-looking and fuddy-duddyish," while the new owl is "lean and mean."

Hooters' waitresses, whom the company calls its "girls," will also get new uniforms over the next several months. The company says the uniforms will include tank tops that still maintain the sexy and sporty image that customers are used to.

The company is also updating its menu to rely less on frozen, premade dishes. "Instead of everything being frozen and being brought in, we're bringing everything in now fresh," Greg Brickman, the company's executive chef, says in this USA Today video.

The company is returning to some of its original recipes for chili and chowder, he added. "We're just trying to make everything one step better."

What's forcing Hooters' hand? Look no further than the number of new competitors in the "brestaurant" business. One of them, Bikinis Sports Bar and Grill, has even trademarked the term breastaurant in hopes of winning an advantage over the likes of the Tilted Kilt, Mugs N Jugs and Twin Peaks. The top three "breastaurant" chains in the country behind Hooters each saw sales jump at least 30% in 2011, The Associated Press reports.

Will Hooters' sweeping overhaul make a difference with diners?