‘Breastaurant’ Trademark Now Owns By Bikinis Sports Bar and Grill
Doug Guller, CEO of ATX Brands LLC, which owns Bikinis Sports Bar and Grill in Texas, announced Tuesday that he has filed a trademark for the term “breastaurant” through the United States Patent and Trademark Office. “Breastaurant” is a restaurant that features bodacious waitresses in skimpy outfits.
“We’re really excited about receiving this federal trademark,” Guller said in a statement. “Our team has worked hard over the last seven years to offer a unique experience to our fans. It just further solidifies that Bikinis Sports Bar & Grill is America’s ONLY breastaurant.”
Breastaurants are $1 billion-plus industry, and places like Twin Peaks, the Tilted Kilt, Bone Daddy’s and others are in a heated fight to knock the reigning breastaurant king, Hooters, off its throne.
During the height of the recession, Hooters led the pack, bringing in almost $1 billion a year in revenue. Now, with the competition catching on to the winning formula of busty waitresses serving hot wings and cold beer, Hooters’ sales declined 4 percent last year.
“Hooters should be very scared,” said Drew Neisser of Renegade Marketing Group. “The category can only grow so much. Tilted Kilt and the others are stealing Hooters’ customers.”
According to a 2012 report by Technomic, a food industry research firm, the breastaurant industry has seen a boom in recent years versus mid-priced restaurant options that have experienced steady declines.
Bikinis offers a variety of traditional American dishes, cocktails and microbrews served by bikini top, jean shorts and cowboy boot-clad waitresses and provides a premiere viewing spot for all sporting events. Last year, Guller purchased the town of Bankersmith, Texas and renamed it Bikinis, Texas in honor of his successful breastaurant® franchise.
Inc. Magazine has previously included Bikinis on its 500/5000 lists of America’s fastest growing companies for two years running. The restaurant has also been honored as one of the Austin Business Journal’s Fast 50 for four consecutive years. The Bikinis franchise expects to grow to 50 locations and nearly 4,000 employees in the next five years.
For more information regarding Bikinis Sports Bar & Grill, visit their website at www.BikinisSportsBarandGrill.com.