Franchises inspired by the Hooters model--such as Celtic-themed sports bar chain Tilted Kilt Pub & Eatery and faux mountain sports lodge chain Twin Peaks--have expanded rapidly over the last half decade, while corporate-owned chains like Brick House Tavern + Tap and Bone Daddy's House of Smoke are picking up steam regionally. In fact, for the next couple of years, this segment (often referred to as "breastaurants") is poised to be one of the fastest-growing restaurant categories.
Sales figures for this specific niche aren't available, because they are lumped in with the broader casual dining segment--and numbers for the privately held companies aren't publicly reported--but sales at Hooters alone have increased in the last couple of years and average $1 billion annually.
The concept has grown in spite of the recession by focusing equally on upscale comfort food, full bars with extended beer choices, a full menu of sports on TV, and waitresses in tight shirts and short shorts. But the most important aspect of these restaurants is the same element that powers most successful eateries: customer service.
Why is this segment so popular? "It starts with comfort," says Darren Tristano, executive vice president of Technomic, a food-industry consulting firm in Chicago. "These concepts are growing by offering a different level of service and attentiveness.
They provide a service to men who may not have a person at home to take care of them in the same way. That's important to a number of people, and it drives them back."
It's hard to say exactly why these public man caves took hold in the last few years. Some think a shift away from political correctness or toward a more sexualized culture made the concepts more acceptable. Others believe that as Hooters sales flattened and expansion stalled, like-minded entrepreneurs saw a niche that wasn't being filled.
Ron Lynch, CEO of Tempe, Ariz.-based Tilted Kilt, thinks his concept has been well-received because customers were ready for something new.
"Friday's, Chili's--those kinds of concepts came to be very similar in menu and look because they were chasing the same dollars," Lynch says. "When we sprang up, people were looking for something different."
That's what attracted Lynch to Tilted Kilt in the first place. In 2003, Harrah's in Las Vegas asked restaurateur Mark DiMartino if he had a concept for a space in the Rio Casino. He came up with the Hooters-goes-to-Scotland concept that is still the restaurant's theme. When Lynch--an area developer for Schlotsky's Deli--saw the place in 2005, he was hooked, and approached DiMartino about buying the franchise rights. By 2006, there were three Tilted Kilt franchises in the system. The concept has doubled each year. Lynch estimates Tilted Kilt will have 80 units open by the end of 2011, with another 70 deals for new spots in the pipeline.
There's a lot more going on at the Kilt than just men watching women, Lynch says, pointing out that one of the company's key offerings is "sports-viewing excellence," which translates to 50-inch plasma TVs throughout the restaurant, a full bar with a minimum of 24 beers on tap and a menu that ranges from inexpensive snacks to $19 steaks.
But he acknowledges that the cornerstone of the restaurant is the Tilted Kilt waitress. "We make no bones about it--that's what brings people in," he says. "We sell on sex appeal, but we are sexy classy, sexy smart or sexy cute. Not sexy stupid or sexy trashy."
Randy DeWitt had the same idea back in 2004. After growing his Rockfish Seafood Grill franchise too quickly in the Dallas area, he was faced with having to shut down stores. But instead of writing the locations off, he drilled down into the data and realized that while casual dining was tapering off, Hooters and similar concepts were doing well.
That's when he came up with Twin Peaks, a franchise based on a mountain lodge theme, where the girls wear plaid tops, suspenders and hiking boots.
"I knew guys like me would like a man cave where the waitresses are pretty and friendly, and we thought we could create a concept sufficiently differentiated from Hooters," DeWitt says. "I thought Hooters had taken the low-brow route, and we're taking the high road. We have higher-quality food, and the uniforms on our girls are more finished. Hooters is more blue collar. We do well where Hooters isn't accepted."
DeWitt's experiment worked, and he soon began converting more of his seafood restaurants into mountain lodges. Now Twin Peaks has 14 locations, with two under construction and five more in development.
What makes the restaurant stand out, besides the waitresses, DeWitt says, is its commitment to quality. All mugs are frozen, and a special draught system ensures that every beer pours at 29 degrees. They have a full line of top-shelf whiskey, and their skilled bartenders know their booze. The food is all fresh--even fryer items like mozzarella sticks, which are hand-cut, breaded and cooked to order.
But as restaurant consultant Tristano indicates, the true differentiating factor of the modern "breastaurant" is service. Most customers aren't satisfied with brusque service--they want a conscientious server and a meaningful connection.
"Everybody else is rushing toward technology with kiosks that you order off of and servers who slip food to you around the corner. We're going the other way," Lynch says. "One of our mantras during training is that we want to make a connection with our guests. We practice 'touchology,' which means touch the table often, and make guests feel at home. Sometimes waitresses are providing the best part of a guest's day."
Twin Peaks' DeWitt agrees that fostering connections is the key to a restaurant's success, especially when it breeds repeat customers. In fact, some waitresses become mini-entrepreneurs on their own, using Facebook or Twitter to let regulars know what shifts they'll be working or what specials the restaurant is offering.
"When we see regulars walk in the door for lunch, the hostesses and waitstaff greet the guy by name," DeWitt says. Regular customers often ask for certain employees to wait on them, he says, and waitresses are instructed in how to connect with guests.
"We have a certain language and we train that among our waitstaff," DeWitt says. "If you ask for a beer, the waitress will ask 'Do you want the man size or the girl size?'"
Tristano confirms that the servers drive the concepts. "The increased service is absolutely the core, not the food," he says. "I suspect a lot of this segment's success has to do with server training and hiring the right people."
Though this segment of the market is definitely heating up, none of the concepts thinks they are in danger of saturation, especially since their numbers are fairly small and they're not targeting the same geographical areas. Instead, they worry about competition from sports-oriented concepts like Buffalo Wild Wings. In fact, DeWitt says today's market is similar to the one from which Hooters emerged in 1983.
"It seems like Hooters had the whole segment to itself back then, but if you do the research, they had a raft of competitors that popped up--often with really crass names like Mugs 'N Jugs--before Hooters emerged as a clear national leader," he says.
DeWitt is wagering that most of his competitors in the male-bastion market will try to grow too fast and flame out at the regional level.
"Every concept wants to grow and be nationwide, but you have to lay in the infrastructure for growth before going into build-out," he says. "You have to bring in highly talented operators that can manage rapid growth. We're not trying to grow faster than we're capable."
The concept is still evolving. Brick House Tavern + Tap--owned by Ignite Restaurant Group, the company behind Joe's Crab Shack--touts itself as the ultimate man cave, with more than 70 beers, alcoves filled with theater-style seats outfitted with trays where customers can watch the game with friends, and special 100-ounce beer bongs with their own taps. So far, the concept has opened in seven states.
As innovative as they might be, can these concepts survive if they cater only to half the population (and the one that doesn't always choose where to dine)?
"I think these concepts have to target women to be successful," Tristano says. "One third of their customer base is female, and they have to make an effort to make women feel comfortable."
Lynch thinks Tilted Kilt, at least, is succeeding with the female demographic. "I characterize ourselves as very PG-13," he says. "When a guy empties his pockets on the dresser and his wife sees a Tilted Kilt receipt, it's going to be fine. I was surprised when franchisees started asking for high chairs. We are no threat to women, and we train our servers to make a connection with women at the table first."
Although the women may be on board, there's no question that these concepts cater first and foremost to manly appetites.
"Why do regular customers come in three times or more a month?" DeWitt asks. "What more could a guy ask for: great food, sports, beer and a cute girl to look at. We don't go real deep."
This article was originally published in the June 2011 print edition of Entrepreneur with the headline: Billion-Dollar Boys' Club.
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Comments:
What's really sad is that you don't like boobies.
Or wetcasements is simply ghey.
In other news- water is wet
This is a very niche market. I like boobs just as much as the next guy but when it comes to restaurants I go their to eat first. So if the food isn't good I won't be back regardless of how scantily clad my server might be. Take Hooters for instance... I've been there once, the food was bad, the boobs were great, and I'm never going back. However, I will revisit Ruth Cris for steaks and the local gentlemens club for boobs over an over again. Get it?
This is about what's happening in the business world. If you want social commentary, look elsewhere.
Why? It works. Perhaps you should re-check what wesbite this is.
People who make comments like this have no original thoughts, so they are forced to speak in cliches, methinks.
Guys who eat at places like this have never slept with a woman, methinks.
It is Sabbath Day and the fish (business) are up; it is the Universal Law to Test mankind !
Again Sex sells.....Whats new?????
Very sad. It's disappointing to me that this site has chosen to showcase this "business model" as an example for aspiring entrepreneurs to emulate.
The man shopping for an engagement diamond has three primary shopping priorities: 1) They want to make a good investment 2) They want to make you happy 3) They fear disappointing you or worse yet, rejection On all three points, men act out of fear of making a mistake. Their pride and desire to surprise their girlfriend typically prohibit them from asking the woman's advice. As men so often do, they try to apply logic to what is a very emotional decision.
The man shopping for an engagement diamond has three primary shopping priorities: 1) They want to make a good investment 2) They want to make you happy 3) They fear disappointing you or worse yet, rejection On all three points, men act out of fear of making a mistake. Their pride and desire to surprise their girlfriend typically prohibit them from asking the woman's advice. As men so often do, they try to apply logic to what is a very emotional decision.
On some level I think I could agree with you as I am a woman myself. However, the men are the people that are being exploited. They pay to basket in the ambiance of beautiful women; only to look and not take home. Not only do these particular crowd buy drinks and food but I am more than sure they tip well over the 15%. So as much as I hate to admit it, SEX or anything variation of it, will always sell. Although this restaurant may seem to exploit and contribute to the "sleaze factor", as you put it, it also gives this crowd of men (customers) or otherwise exactly what they want; booze, food, and hot chicks. No offense to anyone.
hey jason- helpful coverage on the positive growth of women's presence in the world and how men respect them! Just keep on contributing to the sleaze factor.
interesting, do a google search for Tilted Kilt and a sexual harassment lawsuit is in the works from the beginning of this month.
Sex, fame and fortune. Sex is being used to entice customers, who will be patronizing such restaurants, then such restaurants will be making money then will be known for their way of selling, sooner or later. What a sleazy world we live in nowadays. Being morally wrong is better than being politically incorrect, that is the present way of life.. The good old days have been replaced by the bad now days. I wonder how the world will be in the future, near and/or far.
David bongo! Your lady must be very proud of you! There are not too many honest guys left out there! All the best!
This has been done in Japan for many many years, the west has finally caught on have we?!
Yeah! From being honest, and being able to keep their bodies covered, and from being able to say to to such a low low and cheap way of life. shame on those who do this. get a real and honest job ladies. get a life.
Yea! They have no morals, family values or self esteem! That is so sad. Same applies for the men who frequent these places! What a shame!
wow, women sure have come a long way
I have no problem with the concept - sex sells and we use to sell everything. I have only been in Hooters but the food is from from upscale - it is some of the worst food I have ever eaten. I haven't tried the other restaurants but I wouldn't return to Hooters. I think this concept is good for fatter guys, poor guys, and general losers who can't get female attention elsewhere.
I sense that you have issues about this type of establishment, and perhaps even feel threatened by the concept. Perhaps I'm wrong, but before we judge others I think we need to examine our own motives for doing so. I believe that in many ways the female population has a safe place to work, and the skeazy male customers who may frequent a place like this can be controlled, even titter out to the curb for behaviour deemed inappropriate whereas; where can that same level of protection be granted females on the street? J., from the UK.
More and more degradation will soon destroy the line between right and wrong. Acceptable and outrageous
One step away from out and out prostitution.I respect servers who are modestly dressed,male and female, who provide friendly service with a smile.Showing T&A would just put me off my meal, and I am paying for a meal not the entertainment(if dressing like a porn star is considered a form of entertainment)Funny how the idea of sexy dressing does not apply to male servers.I wonder how many of us females would love to be served and flirted with by bare chested, hunky males who have to squeeze their packages into tight pants(perhaps no underwear as well as it cause lines).OOOO did I rile up some male sensibilities.Wonder how many straight men would go to a restaurant featuring these guys as servers.Hmmmm...thought so.Enough said!
Yes we all start topless cleaning then the sex deprived will stay home and end up with a clean house too.They can order out and get better food or pay the cleaner to cook something decent.Hey cost less and I am sure the cleaner does not mind cleaning you out instead of some rich sick old fart getting.
"You can always tell the ones who were bottle fed." - Phyllis Diller
Yeah... no thanks. I'll spend my money somewhere that doesn't look like the start of a cheap porno.
Really? Why? There are plenty of women out there who like eye candy, good beer and wings. Cater to them and listen to the tills ring!
The difference is the uniform and the code of conduct. A waitress at Olive Garden gets to dress how she would probably dress in any other public place - that is, modestly, and flirting is her prerogative - she can if she wants, but she doesn't have to. A waitress at a "breastaurant" is -required- to wear tiny shorts/skirts and a push up bra, flirt with customers, and ooze sex appeal. It's part of the job description. Judging the worth of an employee by her physical attractiveness and ability to 'take care of' male customers? Kind of demeaning.
29 degrees for a beer is too cold! Ideal temp is around 37 degrees
I know this is probably going to tick off some of the more feminist sensibilities out there, but what's the diff between these restaurants and regular ones where some waitresses will flirt with male customers? I've had it done to me (in front of my wife, which pissed her off royally) so how are these places troublesome? Just don't like men to enjoy themselves? Irony alert: I've never been in any of them for a meal EXCEPT at the request of my wife, who wanted to go to a HOOTERS for lunch after shopping, and has sent me there to pick up orders of wings!
It's fairly easy to steal away the Hooter's market. The food sucks. At least the Tilted Kilt has some decent grub and the outfits don't seem as trashy. http://sportscrack.com
That's because "scantily clad" men are gross.
And unfortunately, that's the type of restaurant I'd be more likely to go to. Not everyone wants to be greeted with mammary glands in their faces.
There are already places like this for women except that they offer shoes which is the female version of soft core porn.
Well played. But just go to a strip joint and you can get blowed, too. ________________________________
My wife and I didn't stop going to Hooters because the waitresses were particularly beautiful (most aren't) or the food was bad (often is it here in Balt. area) but because the service just plain sucked and the food quality of was uneven. I live in Pikesville, MD, just outside of Baltimore City. I've worked most of my life in restaurants (23 years, off and on as well as all over the east coast) and am usually pretty good about service issues. BUT, if you don't come and at least say hi, with in 5 minutes (even if you're "in the weeds" just say "Hi".) I get rather cranky. There are 2 Hooters convenient to us, Towson, on East Joppa Road...we waited almost 20 minutes to even get a server to stop by...the two times we tried to eat there. It wasn't busy either night we went (we usually eat out on Mondays or Tuesdays as they're usually slow, or BEFORE 6pm). The second store is in the Baltimore's Inner Harbour. Even if I tell the waitress that I worked in restaurants, we generally get horrible service there... It seems that if you're with your wife, or not in an all male group, these girls think "shitty tip," and work the table accordingly. My wife has worked in retail management even longer than I've worked in restaurants and tips nearly as well as I do. We usually start @ 40%...and move down for poor service. If I leave a 10% tip, I'm not just complaining to restaurant management, but I WILL WRITE snail mail to the corporate headquarters. Any restaurant concept that, caters primarily to men, but actually pays more than lip service it's female customers and provides good food along with good service will rake in the dollars.
www.tiltedkilt.com http://tiltedkilt.com/locations.html Had dinner there last night, with my mother-in-law, my wife and my son. The food was AWESOME, and the girls were very pleasant. My wife wants to go back, MIL wants to try their Irish stew. 13-yo son was a bit blushy, for some reason...
Wow. Now they can start to hire all those college graduates who majored in "studies" as long as the have lovely T & A's. It'll help with paying all those loans.
Ok, but you should have titled it "....rack up profits..."
Men like bars where women are friendly to them?!Something to be learned there by non-working women.
women exploitation. Very fine writing, nice finesse. So how then is this exploitation? Can you exploit yourself? Do women have a right to show off and look seductive?
I think these young ladies would put a smile on my face at the Tilted Kilt. I'm a retired gentleman and the venue is not one my wife would enjoy, but men of all ages appreciate sexy, cute, smart and appreciative. Continuing success!
The Tilted Kilt needs a better class of customers though. They are, of course, the preferred restaurant of fleabagging legislators.
Horny men exploitation. Everybody wins!
then why are the chippendales still around? I'd be willing to bet that if you open a chain of restaraunts and called it Beefcake's and had decent service and decent food, with nice straight guys serving, you'd have something. the real key is the Flirty Service and food that doesn't suck.
Wow, this sounds great! Do you know where I can find the nearest Tilted Kilt?
In Toledo it was Legs And Eggs for breakfest. While there working we southerners renamed it *its and Grits. Best breakfest in town and easy on the eyes....
I like it, why not. At the end of the day, do they (A) provide a service and (B) are people working? Yes to both.. Oh and I get a okay meal. So I am helping to keep the economy going.
The authors of this piece genuinely wonder why these establishments are popular? Seriously?
Anyone that thinks that attractive women with exceptional bodies working as waitresses, servers, bartenders, or whatever don't drive business are obviously the ones that are going out of business. As a man there's nothing better than a beautiful pair of boobs in your face after work asking if you want a beer or martini; the women don't mind either. Men love to look at seductive women. That doesn't mean that they have to be 10's or anything like that. A good restaurant/bar manager knows how to hire seductive women. It's not a perfect build; a bit overweight is fine, it's not a perfect smile, it's not beautiful hair, it's the whole package. It's the look in the eyes, the movement of the body, whether it's perfect or not, the voice inflection, and a dozen other attributes that aren't on anyone's radar. Hell, if someone would hire me I can pick-em at 50 yards away and I never miss.......I can make you a fortune.......LOL! Those are my thoughts. All women are beautiful and attractive in their own way and I've never met a woman that I wouldn't love to make love too in the proper circumstances. However, there is a category of women that were placed on this earth to arouse men. These are the ones that the really good restaurant managers hire to make their businesses flourish. Need help??? Ahhhhhh......sorry, not for hire!
No one is stopping women from opening a restaurant like this, as if women and men want the same things. We all have choices to enjoy what we like, if there is money in places like this for women it would be open already.
Okay, here's the truth (something we don't do in this country anymore due to political correctness!!!!!!!!!!) - American women are fat - American women say now love me as I am - as they sit on the couch watching TV stuffing their face with bon-bons!! Thank you ACLU for making gym illegal in the schools - thank you mickey dee's for making it easy to eat quick! It's over in American! Now the aliens can come harvest the cows - they have been fatten at the feed lot!
No one is holding a gun to their heads - they are responsible for their own choices.
Tilted Kilt is a skank-fest. The restaurant is otherwise forgettable -- the building is very nice, the food was ok and the beer selection good, but it was all wasted because the staff consists of the dregs of the local white trash 18 year old girls. The waitstaff is made up of girls who don't know how to wait tables; aren't smart enough to go to college, and don't have enough self-respect to dress like a normal person. So they put on some faux-Scottish pornstar outfit and a cast iron push-up bra and act like sluts. Frankly, it's pathetic. Lynch should be lynched. What a loser.
I can't imagine such an uproar happening, but these never seem to be long term success stories, only proving profitable in the short term, with a few notable exceptions. During the '80's, there were a large number of "ladies only" clubs that trotted out ripped guys in hardly anything. I don't remember an uproar over that, but they also didn't last terribly long, Chippendales notwithstanding.
women exploitation.
you just invented a new business idea ;)
Imagine the uproar if a chain started catering mainly to women with scantily-dressed male waiters. They'd be drummed out of business in no time flat.
Breastaraunts? Really? -www.awkwardengineer.com