New Restaurants

 
 
 

Vocabulary

scenic	tag line	chain (2)
clad	boom (2)	franchise
supply	scantly	taking it by storm
amid	eye-full	recession
ample	afloat	post-recession
breed	appeal	appetite
ego	theme	chip away
rustic	recruit	trademark
reign	throne	well-rounded
pack	catch on	lead the pack
stale	intrigue	category
kilt	twist (2)	real estate
charm	launch	scratch (2)
stare	average	hand-in-hand
mug	dwarf	check (3)
void	staple	eye-popping
bucks	pump up	give a hoot
sag	sleek	decor
woo	moniker	dub (2)
qualm	embrace	shallow (2)
pride	puff up	mouth-watering
sludge	elbow

 
 
 
 
 

Video

 

 
 
 
 

Transcript

Twin Peaks restaurant chain. Their tag-line is “eats, drinks, scenic views”. It’s a growing franchise and it’s part of a recent boom of businesses attracting diners who are hungry for a meal—and an ample supply of scantly clad women.

So tonight amidst a sea of struggling restauranteurs, a new breed of sexed-up eateries is taking the food service industry by storm.

ABC’s Alex Perez gets an eye-full.

It’s on.

The “breastaurants” are officially at war.

As many food franchises are fighting to stay afloat, it’s a post-recession boom for these establishments.

Restaurants with added sex appeal. More than a $1 billion industry expanding mainly because they’re dishing out quite a bit more.

And there’s Twin Peaks, where they serve appetites—and egos.

The rustic-themed eatery is chipping away at the trademark owl-franchise.

Meggie Miller, Director of Recruiting and Training, Twin Peaks: “We’re looking for a well-rounded female who can deliver a great experience for our guests.”

Places like Twin Peaks, The Tilted Kilt, Canz and many more like them are in a heated fight to knock the reigning king, Hooters, off its throne.

During the height of the recession, Hooters led the pack, bringing in almost a billion dollars a year.

Now with the competition catching on to the winning formula, Hooters’ sales declined by nearly 3.5% last year.

Drew Neisser, Founder and CEO, Renegade: “Hooters should be very scared. Their category can only grow so much. And Tilted Kilt if you will and the others are stealing Hooters’ customers.”

Kiri Tannenbaum, Writer, Delish.com: “Hooters have probably grown stale. So if these other restaurants are able to attract more people because they’ve got a twist, whether it’s a girl with a kilt, or all the crazy things that are happening out there, I think people are intrigued and they’re going to start going in that direction.”

Twin Peaks, which had just seven locations in 2008, now has 31 across the country. And they plan to open two more a month through the end of the year.

Journalist: “Some of the people in the recession were closing down their restaurants.”
Meggie Miller: “Yes, and we got their real estate.”

Twenty-two year old Stephanie Dukes travels the country, training Twin Peaks girls to have that natural charm.

Journalist: “Do you think they are coming in here to eat the food or they’re coming in here to stare at you?”
Stephanie Dukes, Waitress Trainer, Twin Peaks: “Both, because all the food is made from scratch so it’s delicious, cold beer, 29 degree beer, and hot girls. What else could you want?”

The company says it’s main attractions keep customers coming in: BIG cold mugs of beer, and…ample portions.

Also competing, Canz, a New York-based roadhouse-themed sports bar that did what many considered the impossible: successfully launch in the middle of the recession.

And three restaurants later, the formula is working: sports, beer—and of course— lots of young ladies.

Drew Neisser: “I think being a breastaurant goes hand-in-hand with being a great sports bar. There was a void in the marketplace that everybody knew about.”

Tilted Kilt want a piece of that market too. The Arizona based restaurant has nearly 80 locations nationwide and 12 more on the way.

And the appeal for many is the price. The average breastaurant meal cost twelve bucks and the average check is about $19 per person.

Hooters with over 400 restaurants dwarfs the competing, but is clearly sagging: they’ve closed 35 locations in the last three years.

Former customers that used to give a hoot say the eye-popping staples that brought them in, suddenly went flat.

Hooters is fighting back.

Now pumping up all their locations: new sleek décor; expanded, healthier menus; and with an additional target in mind—women, a group the competition is also wooing.

Some even have kids’ menus.

Canz waitress: “I think that here it’s more of a family restaurant. I serve a lot of families, five year old girl and boy. We have a lot more fun. And we’re more comfortable.

Hooters didn’t want to talk on camera. But in a statement says, “The restaurant model that others have dubbed “breastaurants” is a moniker too shallow to define Hooters.”

But shallow or not, these other restaurants have to qualms embracing the term.

Journalist: “When you hear that word, what do you think, breastaurant?”
Meggie Miller: “Why not?”

But whether it’s cans, kilts or peaks, all say without mouth-watering plates, the appetizing scenes don’t matter.

Nirav Patel, Owner, Hoboken Tilted Kilt: “We have amazing food. We have corporate chef that trains all the trainers very well. And we take a lot of pride in the quality of food that we put out.”

Restaurant experts aren’t biting.

Restaurant critic: “It’s not about wings; it’s about the breasts. No place can serve sludge. People are not going there no matter how good the wings are.”

With this breastaurant battle far from over, expect to see these chains puffing up their chests, elbowing to get to the top spot for a long time to come.

*     *     *     *     *     *     *

 Questions

1. There is a boom among all restaurants. Is this correct or incorrect?

2. “They serve appetites — and egos.” What does this mean?

3. Which is the biggest, number one “breastaurant”? Has it been doing well during the recession? What has been happening?

4. Twin Peaks Restaurant has suffered during the economic downturn (recession). Is this true or false? What happened to Twin Peaks?

5. Describe these restaurants. What do they serve? What do they feature?.

6. Are the restaurants cheap, expensive or medium priced (by American standards)?

7. Who normally visit these restaurants? Who are the customers? What is one of their market strategies?

8. Do they agree about the importance of the quality of food? Compare the statements: “Without mouth-watering plates, the appetizing scenes don’t matter.” And “It’s not the wings, but the breasts.”
 
 
A. My city has “breastaurants”. Yes or no? If no, would these restaurants become popular in your city?

B. Have you dined in Hooters, Twin Peaks, Tilted Kilt or similar restaurants? If not, would you or your friends like to dine there?

C. Would you like to open such a restaurant? Would you like to buy a Hooters or Twin Peaks restaurant franchise?

D. Does everyone approve of these types of restaurants? Are some people against them? Are they controversial?

E. What will happen in the future?