Chain wants to make 'breastaurant' legit

A Texas restaurateur has trademarked the term, hoping to stake a claim on a booming industry.

By Kim Peterson Apr 10, 2013 1:17PM
Bikinis Sports Bar & Grill location in Lubbock, Texas ( Bikinis Sports Bar & Grill via Facebook)The owner of Bikinis Sports Bar and Grill thinks the word "breastaurant" has potential, and he has trademarked it through the U.S. Patent and Trademark Office. Now Doug Guller's company has the exclusive right to use the term.

Guller wants to "take back the derogatory term," writes CultureMap Houston. The Texan wants to turn it from the snicker-inducing insult once lobbed at Hooters into something a chain can be proud of.

Instead of hiding behind the wink-wink, aren't-we-clever names used by such competitors as Twin Peaks, Canz and the pioneering Hooters, Guller is taking a direct route by trademarking the portmanteau. Bikinis is now the only "breastaurant" -- snicker all you want.

These female-focused chain restaurants became surprisingly popular during the recession, while more traditional business, such as Darden Restaurants' (DRI) Red Lobster, have struggled. Even as consumers lost jobs and sharply limited their budgets, the likes of Tilted Kilt and Bone Daddy's found a thriving business. Even at the recession's worst, Hooters still brought in almost $1 billion a year in revenue, ABC News reports. But Hooters is losing business to new competition, and sales fell 4% last year.

The formula for all of them is the same: beer, cheap food and waitresses in revealing outfits.

"It's not necessarily salads for women," Drew Neisser of Renegade Marketing Group told ABC News. "It's finding what a 24-year-old or (25-year-old) would consider really fun and a cool place for them to go."

More on moneyNOW

Apr 10, 2013 3:54PM
They serve beer in three different size cups  c,d,and double d
Apr 10, 2013 2:47PM
Golly; I'm 85 now and forgot why I like those cuties in underwear type swim gear. But,,, I still like it, anyway. The beer is good too. Keeps you flushed out. Some of those burgers are a bit greasy but a handful of Tums handles that.  I sometimes really leave with a few of those waitresses, although that's only when I pass out and they have to carry me out to the curb.
Apr 10, 2013 1:37PM
Why not?  We already have clam bakes.
Apr 10, 2013 2:14PM
Laugh and deride all you want, but some of these girls will out earn my yearly income in just a few months. It is kind of a sad statement on our culture, that these places are doing such big business, but it is big business none the less. These girls know how to make the most money for the least effort, and that is not dumb. Still, I hope these places are in decline when my daughters enter the job market.  
Apr 10, 2013 2:11PM
I'll have a fur burger and a side order of thighs please.
Apr 10, 2013 3:10PM
It will be successful, sex sells.....
Apr 10, 2013 3:43PM

What is the "Big Deal" here ?  All mankind has forever, from birth to death, been "feeding" at the

"Breastaurant" to the great delight of both the servers and the partakers. Just a Ha Ha ! 

Apr 10, 2013 1:58PM

Why not? More scantily clad women that couldn't tell you what 2+2 is, walking around, acting like they've known you for years. Pass - too many women with no self-respect, teaching men that there is no reason to give them respect. I had a really level-headed girl in college tell me once, something about girls that wear revealing clothing - "She's really just showing you the only thing that she has to offer"


I'd rather fix dinner with my wife at home, nakey.

Apr 10, 2013 5:33PM
Men like the pubic hair in the food thing.. Why can't women have their own place with almost naked men? The could wear a fig leave.. why not???? Men exploit ignorant girls.. I am sure there are plenty of ignorant men we can exploit too..
Apr 10, 2013 7:23PM
How 'bout a place called "Camel Toes"...
Apr 10, 2013 1:57PM
The US Patent and Trademark office should be closed down. What a waste of taxpayer funds. Apparently anyone can snatch up any word and have it trademarked. Even one which has been used for over 20 years...............................
Apr 10, 2013 3:37PM
This sounds similar to "Eating at the Y'
Apr 10, 2013 2:14PM
that phrase has been used for years how can he lay claim to it? Can I trademark words other people use? he should provide proof of ownership- can I sell my soul without proof I own it? In the USA probably
Apr 10, 2013 1:56PM
I wonder if they have "Hair pie surprise"?
Apr 10, 2013 4:18PM
My wife has trademarked "Gonad's Bar & Grill"
Apr 10, 2013 1:55PM
Yamahog12:That was a very funny statement made my day.
Apr 10, 2013 3:34PM
I do have to agree on trademarking a word or phrase...seems odd to me.
Apr 10, 2013 2:57PM
Just trademarked the word "ta-ta", as in "ta-ta, see you later" 
Apr 10, 2013 5:30PM
Anyone that thinks it was ridiculous, consider how much advertising money they would have to spend to get this kind of media blitze attention.
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