New Chains Try to Top Hooters

by Hanna Raskin, Posted Mar 16th 2010 @ 3:00PM

Photo: Bikinis Sports Bar and Grill

A Texas-based sports bar is launching a full-frontal assault on Hooters' dominance in the scantily-clad server category, announcing plans to take its "bikini babe" concept nationwide.

"Our competition has been getting stale," says Doug Guller, who opened his first Bikinis Sports Bar and Grill in North Austin in 2006. "If they're Microsoft, we're Apple."

Guller isn't the only entrepreneur who suspects Hooters' sovereignty is waning: Heart Attack Grill, with its sexy "nurse-waitresses" and the Tilted Kilt chain, where servers wear tartan bras and short skirts, are among the more notable recent attempts at improving upon the concept pioneered back in 1983 by Hooters, a chain that's lately been getting attention for its struggles in Vegas and less-than-flattering cameo appearance on Undercover Boss.

"The market is growing," Guller confirms.

At Bikinis, the standard server costume is cowboy boots, a short denim skirt and a bikini top. Each diner is guaranteed visits from at least three servers. While the Bikinis' uniform isn't much racier than what's on view at most American beaches, Guller said even he was surprised when he opened his first restaurant outside Texas last year and nobody complained.

"I thought that would cause a lot of controversy, but it didn't cause any," he says of his venture into Charlotte, N.C.

Controversies over waitresses not wearing much at all haven't entirely subsided: Last month in Washington, where a bikini barista fad erupted a few years ago, prosecutors charged a café employee with unlawful public exposure for serving coffee with x-shaped pasties on her nipples.

Yet greasy food and good-looking women have proven to be a recession-proof combination, for reasons nobody quite understands. According to a theory put forth by New York Magazine in a story last summer, there's an inverse relationship between the economy and the general "hotness" of waitresses, since even the most beautiful women can't sell real estate and staff luxury auto showrooms when nobody's buying. But Guller doesn't believe his restaurants have benefitted from a sudden influx of more attractive servers.

"I think we're resilient for four reasons," he says. "One, I think people are going to eat no matter what. Two, they'll drink, happy or sad. Three, they'll always watch sports. And, four, I'd say people in a down economy probably won't turn gay."

Filed Under: Trends, Restaurants
Tags: bikini restaurant, bikinis sports bar and grill, heart attack grill, hooters, sexy servers, tilted kilt

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Reader comments (Page 3 of 3)

3-18-2010 @1:26AM jim said... Would not want that smell near my food.
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3-18-2010 @6:10AM equal time said... I totally agree with sm4x4ford! Totally! giv'em a taste of their own medicine...sure we'll hear some whining!
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3-18-2010 @2:14AM AP said... I'm sorry, but the women that work there choose to be there. It's not like someone's holding a gun to their heads saying they HAVE to. If they're fine with working there and want to be there, then don't pity them or feel sorry for them unless someone's actually discriminating against them or truly mistreating them. In that case, then they have every right to either retaliate, or find more suitable employment. But if they're working there of their own accord and the jov is working out for them...then either go and enjoy yourself there and enjoy the company of some nice-looking waitresses, or don't go there if the concept of the place offends you. No one's forcing YOU to be there either.
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3-18-2010 @4:03AM William Ferguson said... How typical . . . I saw the exact same response from women regarding breast implants. It's always from the ugly or insecure in opposition. No one can deny this is America and the right to make a living is a right as long as it falls within the guidelines of the law !
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3-18-2010 @4:15AM gary said... OH BOYYYYYY ANOTHER NEKKED WOMEN EATERY!!! Get a life guys! You can go to the beach and see the same thing! What's the BIG DEAL about being served cheap food from a chic in a bikini??
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3-18-2010 @4:28AM Bill said... Sand gets in my food . . .

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3-18-2010 @4:50AM Michelle said... What happens when the 340 lb. lady wants a job there? I'm sure they won't discriminate.
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3-18-2010 @5:01AM John said... If they're Apple, then they're in trouble. Microsoft has 75% of the computing market. Besides, Hooters is well established, and how praytell is another boob-oriented joint supposed to supplant an existing one? All these cheesecake outfits hire sexy gals. Does Doug Guller really think HIS girls are sexier than THEIRS? If the food is better, then he gets over on the business. But that's not what he's selling.
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3-18-2010 @5:24AM Michelle said... Sounds like Mr. Guller didn't do his homework. Who's the BIMBO here?

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3-18-2010 @6:05AM Sabretooth said... Why all the "Holier-than-thou" attitudes? Especially the "soft porn" comment? #1, soft porn is in the lines of Playboy mag...Total nudity, but no 'acts'...So get your facts straight! #2, these women are NOT doing anything wrong...No prostitution, not even pole or lap dancing. So, how is that trashy or skanky?

Let me tell you something, in this financially troubled day-and-age, there isn't a Hell of a lot of options. If I were in dire straights, I'd be looking for almost any- and everything, too. Those of you who seem to get off on looking down your noses are just jealous. Probably don't have or couldn't achieve the look that it takes, or, maybe you have enough money to not have to worry about it. And also can't concieve the notion. And, if that's the case, how about spreading the wealth? LOL!
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3-18-2010 @9:14AM Haleigh said... Most of the girls who work in places like these are complete trash. When you are so desperate for money that you will serve food in that uniform (if thats what you would even call it) there is something wrong. I'm not a fan of the Hooters uniform either, but at least they are more covered than this. You might as well just go to one of those "cafe risque" places on the side of the interstates! These girls are no different than strippers...they sell themselves to men. The sad thing is that women should be able to waitress and make the same tips they would whether they are half naked or not. The men in this country are pathetic...as are women like these. Its not attractive to be a skank!
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3-18-2010 @11:58AM downmarket said... hey, in a down market you go DOWN-MARKET! i love looking at trampy ho's, but the quality ante needs to be upped, buddy! these ladies are a bottom of the barrel. but then again, so is the business model. when i'm bald, fat, and jackety jack off in my sweats and football jersey, i'll be sure to stop by! in the meantime, can't you throw a brutha a bone and get some attractive ladies (and i use that term very loosely, clearly).

also, who deleted the pubes in the food comment? you will never get pubes in the food! dried venereal flakes never hurt anyone!

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3-20-2010 @5:57AM Chris said... Haha!! it's always the women that complain about these types of establishments! And 9 out of 10 times the women that DO complain are lacking in the looks department themselves, so they whine and complain about hot babes serving food in skimpy outfits. Get over it ladies! It's just like watching tv....if you don't like what's on,, turn the damn channel! ROFL!
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