Why the 'breastaurant' model is so successful
During the clutches of the recession, when consumers tightened up and their spending followed suit, no one knew what to make of the restaurant biz.
Some said we wouldn’t eat out at all. Others claimed we’d only buy McDonald’s Dollar Menu items. Some suggested the restaurant industry would bear the worst of the spoiled economy.
But as the dust of the downturn continues to settle, one thing has become clear. When money is tight, diners will still eat out, but they’re more likely to do so at restaurants that feature hot waitresses, cold beer and 45 plasma TVs. They’re more likely to visit the “breastaurant.”
Yes, this is a real term, and yes, this is becoming big business. You know Hooters, of course, but several more breastaurant chains are popping up, and they’re finding their … how best to say this … unique customer service is what brings diners back, recession or not.
According to a new feature on Entrepreneur.com, the breastaurant is the hottest thing in chain dining these days. New names like Tilted Kilt and Twin Peaks (yes, those kinds of peaks) are carving out valuable market share, and the dominant brand of the bunch, Hooters, is emerging as powerful as ever.
By Entrepreneur’s numbers, Hooters’ sales have increased each year since the recession began, averaging now about $1 billion a year. Privately-owned breastaurants Tilted Kilt and Twin Peaks don’t divulge their revenue figures, but they’ve all rapidly expanded their U.S. presence over the past five, six years, Entrepreneur says.
Of course, men are the target audience here: “These concepts are growing by offering a different level of service and attentiveness,” a food industry consultant tells Entrepreneur.com. “They provide a service to men who may not have a person at home to care of them in the same way. That’s important to a number of people, and it drives them back.”
What’s interesting to note is that, if we concede that Hooters and like-minded breastaurants are churning more male diners through its doors, it appears that a) women (wives and girlfriends) must be more okay with this than before or, b) guys are just simply lying more. Chances are “But, honey, in times like these, I just want a familiar face serving me” isn’t a more acceptable excuse for frequenting the PG-13 strip club-style atmosphere of a breastaurant now than it was ten years ago.
“We make no bones about it – that’s what brings people in,” says Ron Lynch, CEO of Tilted Kilt, where waitresses serve food in plaid bras and skirts. “We sell on sex appeal, but we are sexy classy, sexy smart or sexy cute. Not sexy stupid or sexy trashy.”
What do you make of the breastaurant? Is visiting a Hooters or wherever more socially acceptable, especially among committed men, than it was five, ten, fifteen years ago?
By Jason Buckland, MSN Money
Posted by: Al | Jun 14, 2021 10:59:13 AM
Perfect!!
Posted by: julie | Jun 14, 2021 11:28:54 AM
I think its stupid! i wish all those restaurants would close!! its degrating to woman! why dont you make one for girls to go too!! you suck!!
Posted by: Keith | Jun 14, 2021 11:43:15 AM
Julie, there could be one for guys AND girls.
Imagine, where the servers are provocatively dressed, good looking guys and girls. You could choose whether you want a male or female server. Possibly one of each. Possibly one could serve the drinks and the other could serve the food.
It could be called "Peckers-N-Boobs".
Ha!
Posted by: Joe | Jun 14, 2021 11:47:46 AM
Question
If it is degrading to women, why do women do it?
I play pool and the waitresses make no bones about it once you get to know them, they tell you they wear skimpy clothes to get tips. So for the people who think the restaurants should close due to it being degrading, take it up with the women.
Posted by: WC | Jun 14, 2021 12:46:51 PM
these establishments would not exist if women were not willing to apply for work in them. i don't agree with some of the comments that it "degrades" women, you might as well call Playboy, Football cheerleaders, Bikini contests degrading, but in all cases again they wouldn't be there if women were not apllying for them.
Posted by: Pengu | Jun 14, 2021 12:50:26 PM
Uhhh Julie !!! Problems with your self-esteem ?? Ever been on a night out with the gurls and been to some spot similar to Chippendales ? Women who go to Chippendales don't seem to have a problems with scantily clad men. Maybe you could have a successfull business of your own if you'd get over your male-o-phobia and female bashing. Ever think these waitresses may have children to feed or tuition fees to pay... notwithstanding any other bills such as rent etc. At least they're not prostituting themselves
Posted by: Harry A. Hole | Jun 14, 2021 1:19:21 PM
I like staring at big titties when I am eating. I am tired of restaurants that have ugly servers.
Posted by: Steve-O | Jun 14, 2021 4:13:22 PM
For people who complain about this some of these women are in university or college tryin got pay off student loans, the atmosphere is professional and the women that I have met in some of these restaurants are treat with respect and fondled or abused, watch a documentary one time about female and male strippers and the females said that the men were very respectful and then the male strippers said women were grabbing for everything, its always a double standard
Posted by: the boodlebum trinket | Jun 14, 2021 4:51:34 PM
Julie, You can't have it both ways... You can't say it's bad because it's degrading to women and then tell the restauranteurs that they 'suck' for not making a ladies version which would, by your measure, be degrading to men. That said, a ladies version wouldn't mirror the success of the mens version anyway. Men and women are different when it comes to visual taste. There are dozens of 'mens' magazines but only one Playgirl (if that even exists) and terrabytes of porn for men but not so much for women. Celebrate our differences, don't resent them.
Posted by: Nana | Jun 14, 2021 4:55:02 PM
I don't really like the name Breastaurant, as it is only a type of exploitaton toward women. But if you must go that far for the sake of advertisement then, I say sad, :<(
Posted by: alex | Jun 14, 2021 5:34:42 PM
i made three times the money i make now in the insurance industry as i did when i worked in a pub. why not use your good looks to your advantage? i found if i actually opened up to a customer and had an intelligent conversation, THAT is how I made the most money. If it's a combination of good looks, brains, and hustle that rolls in the money, then why not use it to your advantage? i think that if you have the patience for drunk ignorant people it's great to have the option to make 50-70 grand a year without a completed degree.
Posted by: Anita | Jun 14, 2021 6:28:22 PM
If you have the chance, check out the episode of Undercover Boss where the boss of Hooters goes undercover. It certainly gives you some interesting perspectives.
I've gone to a few Earls (another restaurant chain where you have to be of a certain type) where the young women focus on the men/husbands in the group and all it did was make it very uncomfortable. They spent so much time showing themselves off and trying to flirt that they forgot to provide decent service. They were left a neglible tip by the husbands who not only are teachers of young women in that age group but were old enough to be their dads. We won't be going back to those franchises for a while. We have been to others where everyone gets equal service and they got the tip they rightly deserved.
I'm comfortable enough with who I am that I don't care if the pretty young thing flirts with my hubby but at least bring me my coffee!
Posted by: Liz | Jun 14, 2021 8:35:36 PM
Hey Why not just add a pole too?
Posted by: serge bustos | Jun 14, 2021 8:50:34 PM
These jobs are degrading for women. But most of them apply simply, because they NEED to work. (Same goes for prostitution).
Posted by: Jake | Jun 14, 2021 10:17:24 PM
The last time I went to a Hooters I was served an order of bland wings that I had to stop eating when I saw the 1/4 inch of grease in the bottom of the plate. The server didn't think this was a problem when I pointed it out. Haven't been to Hooters in the three years since and bouncy waitresses aren't going to change my mind. The pub I currently frequent has some some great looking ladies serving and I admit that is appealling but the main reason to return is good food and friendly, excellent service. The ladies dress and look great and no doubt realize that will lead to better tips but in terms of being overtly sexual in dress or attitude they are probably less so than many of the customers. Keep your breastaurant, I'll go for good food and service.
Posted by: MorningMrBond | Jun 14, 2021 10:55:48 PM
Excellent thought Liz! Add a pole...fantastic!
Posted by: Mick O'Keeffe | Jun 14, 2021 11:19:32 PM
Years ago in Vancouver we had a Topless shoe-shine place. I liked it. But certain people got a hard-on about it, really had a bone, started getting all blown up and enlarged over the whole thing.
Then everything went up and down and after a while it all went limp. We have been around for a million years and I beleive that breasts and genitals are still in the same place more or less. So what is the big deal. If women want to lean over when they are handing you your sausage and potatoes I say let them.
Posted by: SA | Jun 14, 2021 11:28:06 PM
Ladies and gents,
There is nothing wrong with using women in scantly clad outfits so as to show off their wonderful assets (we women do have wonderful assets - don't we), but lets face it, the bottom line is money and if men want to use women for their bottom line, then the women should ask for shares in the business instead of tips, so the women can make as much off the men, as men make off the women who are making them rich!! Next time you women get an offer to show off your body and boobs to "gain tips" - here's a tip... Ask the owner for shares in the company so you too can ride on a large yacht just like the owners of Hooters do!! I think it's time for women to show the men who really is in the powerful position, because without these scantly clad women, the men who own these restaurants would be NOTHING without them. It's the women (of course) that bring in the business, not the business model itself.
Posted by: SP | Jun 24, 2021 7:18:03 PM
Having gone out to many business meals I have to say that I have yet to have a drink spilled on me by a child running loose in a topless bar. Come to think of it the establishments that cater to men also have fewer screaming children, temper tantrums, or loud drunken women shouting down cellphones. I don't go to these establishments to leer at women but to have a meal in peace and tranquility, something I have yet to enjoy in a 'family friendly' establishment.
I love my children but I don't pay for a babysitter so that I can go out to babysit some other persons feral offspring.