I Haz a Blog?!?: How "Breastaurants" Took Over The Casual Dining Industry

How "Breastaurants" Took Over The Casual Dining Industry

Vivian Giang | Jun. 2, 2011, 4:05 PM

While casual dining has suffered for the past few years, "breastaurant" chains are springing up across the country.

The original chain, Hooters, has reached $1 billion in annual sales, according to Entrepreneur.

Tilted Kilt was founded in 2003 and expects to have 80 restaurants by the end of year. Bone Daddy's House of Smoke, Twin Peaks and Brick House Tavern + Tap are a few of the other players to have entered the game.

The success of "breastaurants" holds a simple lesson for small businesses anywhere. Although you don't have to wear a swimsuit to work, you do have to offer something special.

How it all began: six Midwestern men thought sports, beer, and hot women would draw in a consistent crowd

Image: ap
In the early 1980s, six Midwestern men, with no prior restaurant experience, had an idea for a new restaurant concept: a sports bar, cold beers, and waitresses on par with the Dallas Cowboys cheerleaders.

The very first Hooters opened its doors on April 1, 1983 - April Fool's Day - on the site of a former nightclub in Clearwater, Fla.

Nearly 30 years later, the international restaurant chain has grown to 460 locations in the United States and the "breastaurant" phenomenon is booming.

But Hooters wasn't the only breastaurant in the making

Image: Mugs 'N Jugs
With a similar concept, the less famous Mugs 'N Jugs appeared around the same time as Hooters.

With two locations in Florida, Mugs 'N Jugs is a "man cave" with big-screen plasma TV's, an arcade, and pool tables.

The breastaurant business grew, even as many restaurants closed because of the recession

Image: Turkan Hotels & Beach Club via flickr
The economy hit the restaurant business hard as consumers cut back on their dining budgets. Between 2009 and 2010, 5,550 restaurants -- or 1 percent -- closed down nationwide. In 2009, restaurant sales decreased three percent, the worst decline in decades.

Casual-dining restaurants closed down, but breastaurants kept opening and beer sales kept increasing.

Breastaurants get their best business in Texas

Image: Sean Greenberg via flickr
In Texas, breastaurant businesses have truly found a home with the emergence of several eateries including Bone Daddy's House of Smoke, Twin Peaks, and Brick House Tavern + Tap.

The Lone Star State is also the leader in sales for Hooters' venues nationally.

Bone Daddy's House of Smoke founder says its the only place he'd want his daughter to work

Image: tbd1 via flickr
Barbecue and burgers are on the menu, but the main attractions at Bone Daddy's House of Smoke are the young girls clad in midriff-baring zip-up sweaters and short-shorts.

"If I had a 19-year-old daughter ... this is the only placed I'd want her to work, because I know how committed we are to creating a great environment to work in," Bone Daddy's founder Mike Leatherwood said in an ABC interview.

Twin Peaks trains its waitresses in "touchnology"

Image: Twin Peaks
Expanding rapidly in the last decade with seven North Texas locations, Twin Peaks staff are taught to pour beer into frozen mugs at a perfect 29 angle, and to hand-cut the made-to-order mozzarella sticks.

Instead of promoting technology, the breastaurant teaches "touchnology," which trains Twin Peaks' girls to touch the table and relax customers.

There is also a specific language, such as "girl size" or "man size" beers.

On the second Saturday of every month, Twin Peaks' girls change out of their usual plaid tops, short-shorts, and hiking boots,a nd into bikinis to conduct car washes.

Twin Peaks has signed the rights to operate in the entire state of Arizona.

Tilted Kilt Pub and Eatery uses the school girl costume as its main appeal

Image: Titled Kilt
Tilted Kilt Pub and Eatery takes the breasturant trent Irish with girls in plaid, kilt skirts and midriff-baring tops. Guys also wear medium-length kilts.

With big screen TV's and 24 beers on tap, the Arizona-based chain has expanded to at least 54 restaurants throughout the nation.

The breastaurant group is considered one of the fastest-growing.

Brick House Tavern + Tap takes the man cave concept to a new level

Image: Brick House Tavern
Founded in 2008, Brick House Tavern + Tap currently has ten locations in seven states, including Texas, Missouri, Ohio, Pennsylvania, and Florida.

The waitresses exude a "girl-next-door" appeal while wearing tiny black tops and cut-off jean shorts.

Serving more than 70 different kinds of beer, Brick House Tavern + Tap creates the essential man cave with a "rec room" featuring at least 20 flat screen TVs and leather recliners with built-in beer glass holders.

The breastaurant is owned by Ignite Restaurant Group, the same company behind Joe's Crab Shack.

At Burger Girl, the "All-American girl" serves up the "All-American tradition"

Originally from Dallas, these infamous burgers - made with spicy sauce - have led to the expansion of the Burger Girl to four locations in Texas and one in Las Vegas.

Get the "All-American Tradition" with hand-cut fries and fresh hamburgers served with a frosty-glass of beer on the side or retro milkshake with a cherry on top.

The all-American tradition is served by all-American girls in short-shorts.

The newest Breastaurant...The Honey Shack

The newest member of the breastaurant club also reigns in Texas - The Honey Shack opened its doors on December 21, 2010 in Dallas.

Started by two friends, the restaurant serves American comfort food and the "honeys" wear black, midriff-baring tops and miniskirts.

But it doesn't end there...the main attraction may be that each booth has its own television.

But there is always the threat of a lawsuit

Image: flickr CarbonNYC
Breastaurants haven't been a huge hit for everyone. For several years, Partnership for Community Values has been trying to prevent breastaurants from opening in southwest Arlington.

In 1997, three men in Chicago sued Hooters after being denied employment. A total of $57,300 was awarded.

And in 2010, a lawsuit was filed against Hooters when an employee was told "her shirt and short size could use some improvement" during a performance review.

Still it survives; Hooters is expanding beyond just restaurants

Image: Wikipedia
Over the past three decades, Hooters has transformed itself from a sports bar to a franchise with 460 locations in 44 states in the U.S. alone and in countries such as Australia, China, Mexico and Spain. The privately owned, Atlanta-based operator owns 160 units altogether.

The breastaurant averages approximately $1 billion in sales annually.

In 2003, the Hooters Air Airline was launched.

In 2005, Hooters introduced its own MasterCard.

In 2006, Hooters Casino Hotel opened its doors in Las Vegas.

Don't forget the infamous Hooters magazine and calendar featuring the Hooters' girls.

Hooters has partnered with the National Golf Association Hooters Tour, AMA Motorcycle Team, Make-A-Wish Foundation, and American Diabetes Association.

Entrepreneurs are taking a cue from Breasturant owners, and putting scantily clad girls in hair salons and coffee shops too

Image: WordOfMouth via flickr
Sexy Scissors

In Austin, Texas, there is a barber shop where the outfits are semi-skimpy and flat screen TVs and a complimentary beer is offered.

Knockout Hair Salon

Sold 450 franchises in states all over the country, including Georgia, New Hampshire, Texas, Vermont and Colorado.

The men-only salon is boxing-themed and the girls wear risque boxing uniforms.

The attractions include flat screen TVs, remote controls at each station and a complimentary beer.

Haircuts are conducted inside boxing rings.

Sexpresso

Baristas wear bikinis or lingeries while making your cup of joe.

Started in Seattle, Washington and subsequently expanded to other states under names like Perky Cups, Grab N Go, Dream Girls Espresso, and Espresso Gone Wild.