‘Breastaurant’ Brawl - When Less Clothing Brings More Profit
‘Mugs & Jugs’???
By Dell Hill
Age Appropriate Discretion Is Advised. I’ve removed the photos from this post, but they DO appear at the link. (Fox News.)
“From cheap pitchers of beer
to fancy hors d'oeuvres or sawdust on the floor, most restaurants
employ some sort of theme or a gimmick as a way to stand out in a
recent tough economic times has restaurant owners getting creative to
make their place the go-to spot for cash-strapped customers; some are
now showcasing specific assets to make their businesses pop.
growing number of restaurants nationwide are looking to increase
profits by decreasing the amount of clothing worn by an all-female
waitstaff, turning their restaurant into whats commonly referred to as a
Brestaurants have become so popular that Terra Watson, a former Dallas Cowboys cheerleader and owner of BreastaurantUniforms.com, changed her business plan five years ago from selling cheerleading uniforms to selling waitress uniforms.
Click here for a slideshow showcasing Watson's outfits
market for breastaurant uniforms is growing like nothing Ive ever seen,
says Watson, whose company sold more than 6,000 breastaurant uniforms
last year. Restaurants are seeing how much more they and their
waitresses can make, and the whole concept is becoming hugely popular.
restaurant chain Hooters entered the market in 1983 with its iconic
orange shorts and tight tank tops, America had never seen anything like
it. Today, the idea of an attractive waitress serving food while showing
off her curves is not as taboo as it used to be, says Watson. And many
new chains are giving Hooters a run for its money.
did have a monopoly on this, and they still have the most locations,
but in the last five or six years, there are a lot of new kids on the
block with great new themes, says Watson.
designed the sexy ski-lodge themed uniforms for the breastaurant chain
Twin Peaks, based in Addison, Texas, and the cowgirl-themed uniforms for
Louisianas Double D Ranch and Whiskey River in the Carolinas.
more breastaurants have opened, the competition has heated up, and in
some cases, the rivalry is fierce. At Canz Citi Roadhouse in Long
Island, N.Y., owner Tim Lorito claims Hooters is so threatened by his
new establishment, it has sent corporate spies to steal menus and
secretly take photographs.
came into the restaurant one day, and there was a gentleman at a table
drinking water who I recognized as someone in Hooters upper management,
says Lorito. When he left, the menus had disappeared from his table.
This kind of behavior only leads me to believe they are curious as to
what we are doing.
of America Vice President of Marketing, Mike McNeil, says that like all
good businesses, Hooters pays attention to what is going on in the
marketplace, but no corporate espionage or stealing of menus has
idea that a business that admits they are trying to be like Hooters
thinks we are spying on them is ridiculous, says McNeil. Through our
28-year history, there have been many copy cats. However, none have yet
to create the magic or the success of Hooters. There is a long list that
includes places called Melons, Knockers and Mugs and Jugs. None are in
went onto say that while Hooters cares about what is happening on Long
Island, the company is currently focusing its energy on opening
restaurants in Brazil for the 2014 World Cup. The chain, which describes
itself as delightfully tacky yet unrefined", has 430 restaurants
operating in 44 states and 28 countries.
with so many locations, its no surprise that when people think of
breastaurants, Hooters is the first one that comes to mind, says Mike
Currier, director of operations at RestaurantMarketingGroup.org.
Hooters is leading the way when it comes to breastaurants, says Currier. But it doesnt mean someone isnt going to out do them.
Restaurants seeking to embrace the breastaurant concept should be careful where and how they do it, Currier cautions.
really depends on demographics and the concept you’re after. For most
restaurants, it would be a hinder to business if the waitresses were put
in skimpy outfits. If you’re in Southern California next to the beach
or in a college town, it could work. But its not going to work
chain that’s had success in multiple locations is Twin Peaks, which
opened in Texas in 2005 and now has restaurants in Oklahoma, Nebraska,
and Kansas and is opening Louisiana and Colorado locations later this
year. CEO and founder of Twin Peaks, Randy DeWitt, says that not all
breastaurants are created equal.
are really flying at a different altitude than Hooters, and were not
ever going to have a collision with them, says DeWitt. Most of the time,
there is a Hooters in the same trade area as a Twin Peaks, but we
attract a different customer. We are targeting affluent,
college-educated, white-collar customers. We have taken the high road.
says he knows Twin Peaks will always face comparisons to other
breastaurants due to the use of an attractive waitstaff, but that using
sex appeal to gain customers is the oldest trick in the book.
its Web site, the company writes that customers can expect their food
to be served by, our most prized assets: the friendly, attentive, and
beautiful Twin Peaks Girls that wear checkered bikini-style tops and
barely-there khaki shorts.
always try to draw the analogy of sports teams with cheerleaders. The
cheerleaders are just part of the show, says DeWitt. People don’t go eat
at a table service casual dining restaurant for the food. If they just
wanted food, they’d go get fast food. But they want an experience, and
we deliver an experience that’s about sports and food, and the sideshow
is a cute waitstaff that fits the theme of the restaurant.
Watson says that fitting the theme is what it’s about for most
breastaurants, and that most are opting for uniforms that are cute and
sexy rather than slutty and gross.
true that breastaurants are a growing trend, but nobody wants offensive
uniforms. You can see cleavage, but you can see more at a beach or
local waterpark. It used to be that there was only stripper clothes or
boring shorts and a t-shirt, but now theres an in-between.
DeWitt says breastaurants are here to stay, whether people like it or not.
will always be a small percentage of people who want to see things go
back to puritanical times, but that’s not going to happen, says DeWitt.
This is the way a certain group of the population wants to eat and drink, and were going to give it to them.”