A racy Texas restaurant has a new source of pride.
Doug Guller, founder and CEO of Bikinis Sports Bar & Grill, has trademarked the word “breastaurant” through the United States Patent and Trademark Office.
Hooters, Twin Peaks, Tilted Kilt and other restaurants with large-breasted, bikini-clad women have lost their rights to use the term that describes these eateries with added sex appeal, Fox News reports.
“We’re really excited about receiving this federal trademark,” Guller said in a press release. “It just further solidifies that Bikinis Sports Bar & Grill is America’s only breastaurant®.”
Guller’s restaurant chain spans throughout Texas, North Carolina and Oklahoma. Last July, he made a bold move and bought an unincorporated Texas town off Craigslist, renamed it Bikini after his restaurant and plans on transforming it into a tourist destination, ABC reports.
The restaurant industry, hit hard by the great recession, sees success in restaurant chains that sell both burgers and cleavage. Guller’s trademark victory highlights a growing trend in the “breastaurant” boom.
Twin Peaks, Tilted Kilt and Mugs N Jugs -- the top three “breastaurants” after Hooters -- grew by at least 30 percent last year, according to food industry research firm Technomic.
And the waitress’ cup sizes might not be the only reason for the chains growth. Good service and food keep customers coming back.
"The boobs do come into part of it, but a lot of it has to do with the girls and their attitude," Twin Peaks waitress Nicole Bass told Esquire. "We just sit there and talk to all of our tables and make sure they're all having a good time."
Darren Tristano, executive vice president of Technomic, agreed. "It starts with comfort," he told entrepreneur.com. "These concepts are growing by offering a different level of service and attentiveness.”
Randy DeWitt, CEO of Twin Peaks restaurant, makes no qualms on what brings customers to his restaurants but makes an effort to differentiate his chain from the industry-leader, Hooters.
“Hooters is more blue-collar. We do well where Hooters isn't accepted," DeWitt said. "We sell on sex appeal, but we are sexy classy, sexy smart or sexy cute. Not sexy stupid or sexy trashy."