Eating establishments known as “breastaurants” — which pretty much means exactly what you think it does — are gaining in popularity, as chains with names like Twin Peaks and Tilted Kilt compete with Hooters (which brings in about $1 billion a year in revenue) to offer “a different level of service and attentiveness” to their customers.

According to experts quoted by Entrepreneur magazine, the chains offer “comfort” to their male customers. And beer too:

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.

The owner of Twin Peaks says his chain is a “highbrow” alternative to Hooters, “where the waitresses are pretty and friendly” and wear uniforms that “are more finished.” Finished with plaid halter tops, short-shorts and boots, that is.

Tilted Kilt, meanwhile, considers itself a “PG-13” alternative to its competitors. “When a guy empties his pockets on the dresser and his wife sees a Tilted Kilt receipt, it’s going to be fine,” founder Ron Lynch (who really should have used Twin Peaks as the name of his chain) told Entrepreneur.

‘Breastaurants’ Ring Up Big Profits [Entrepreneur]

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