Coby Brooks, Hooters
How on earth am I supposed to fit all my thoughts about this episode into one post? Right off the bat, it’s giving peak 2010 energy. It’s a little cringe, a little chaotic, and somehow still exactly what you’d expect. We open with a shirtless CEO on a boat, stepping off a private jet with two very underdressed women and casually referencing a fatal company plane crash from the early 90s like it’s just another Tuesday.
Let me be clear — I don’t have an issue with Hooters. If you want to show off your body, I support that, no matter who you are. This is not about that. This is about leadership. And well, this one was a ride.
Coby and Dave
I really liked Dave. He’s the kind of guy who treats everyone the same way, whether they’re a CEO or cleaning the floors. He clearly knows his people, runs a tight ship, and expects a lot because the job requires a lot. And of course, in classic Undercover Boss fashion, he ends up firing the CEO. Love that for him.
Coby and Brittney & Amanda
These two came in strong and put Coby in his place immediately. They offered him uniform options in XS, S, or... XS. Their vibe was very clear — if we wear it, so do you. And while they may not be your typical image of a “leader,” they are absolutely leaders in their own right. They show up every day with thick skin, patience, and professionalism, despite being constantly judged. That’s what real leadership looks like. You deal with the hard stuff and keep showing up anyway.
Coby and Jimbo
This guy. I don’t even have words. If you want a textbook example of how not to lead, watch this segment. So many women have had a Jimbo in their work lives. It was hard to watch, and the fact that Coby didn’t shut it down right away? Yikes. Walking out was the bare minimum and honestly came too late. Jimbo should have been fired on the spot. It was a huge missed opportunity for real leadership.
Coby and Marcie
Marcie was another standout. Strong, kind, professional, and not afraid to be firm when needed. She knows her stuff because she’s lived it. She rose through the ranks and now leads with empathy and experience. I would feel lucky to work for someone like her. She’s the kind of leader I want to see more of.
Coby and Ricky
This part was kind of heartbreaking. Ricky shared how much he respected Coby’s father and mother, only to admit that nobody really knows the son. That had to sting. Coby seemed like someone still trying to grow out from under a massive shadow. I hope this experience helped shift his perspective about what kind of leader he wants to be. Also, side note — filling those sauce containers looked so satisfying. If it weren’t for the warehouse noise, I’d do that job in a heartbeat.
Post-Show
After the episode aired, things got messy. Coby was involved in a legal battle over his father’s estate and ended up selling Hooters. He went on to launch a new group of restaurants under La Cima, including Twin Peaks — which, I admit, I thought was a TV-themed sports bar until I realized what the “theme” actually was.
So, does Coby inspire me? Not exactly. He has power and potential, but it still feels like he's stuck in a very specific idea of what a CEO is supposed to look like. I hope he eventually breaks free of that. Because right now, I’m not sure he makes me say, Now That’s What I Call Leadership.