Will Breastaurants Invade Fast Casual? A Designer Dresses the Concepts, Regardless 

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In 2005, a uniform designer for the NFL and NBA professional leagues sat down with Randy Dewitt, the owner of Rockfish Restaurants. He had the idea for a new concept, Twin Peaks Restaurants, he told designer Terra Watson, which would compete with concepts like Hooters of America (HOA). Twin Peaks launched, and that conversation also led to what is now known as Breastaurant Uniforms.

"I designed their [Twin Peaks'&91; sexy lumberjack girl uniform that is the signature piece that brands the business. There are over 15 locations now and 35 in the works," says owner Terra Watson. "After that, we started getting more and more calls for restaurant uniforms that were similar in style to our current cheerleading uniforms."

The increasing presence of brestaurants like Hooters, Twin Peaks, as well as provocative drive-thru coffee shops like Brewlesque Coffee and Sexpresso Coffee Shops, speak to the rising popularity of restaurants that focus on serving hospitality with a whole lot of sex appeal.

In fact, former HOA CEO Coby Brooks recently jumped over to the Twin Peaks concept as a franchisor, and created an investment firm that has brokered a deal to develop 35 Twin Peaks restaurants in six states, according to a Twin Peaks company statement just this month.  The deals positions the casual dining Twin Peaks concept to expand in Alabama, Florida, North Carolina, Georgia, South Carolina and Tennessee.

But with the growth of Breastaurants, who will clothe the waitresses in all these stores and will they invade the fast casual space?

Clearly, the breastaurant space is still evolving and the verdict is still out; but Watson is ready to outfit more fast casual concepts when the time comes. She says her uniforms are perfect for the environment because although many have a simple design and are short, they have "attached shorts underneath and tops that cover the midsection." She suggests the segment start branding with more appeal by using the Breastaurant Uniforms clothing line.

Watson says her uniform line is very affordable, and independent restaurant owners can log in to her store's website and have a new uniform design in about a week. "The great part about Breastaurantuniforms.com is that you don’t have to be a big chain like Twin Peaks to have a great look."

It's not uncommon for breastaurants or sexy-uniformed waitresses to be seen in the South, or to see more restaurants continue lowering necklines and "upping profits," Watson says.But she notes that a central mission of Breastaurant Uniforms is to provide sexy uniforms with a more broad appeal and with an integrated sense of taste.

Breastaurants come under fire by many consumers who voice concerns about women being objectified. Also under scrutiny are some establishments for their practices of going too far to promote the visual appeal of their waitresses and baristas.

Employees can also take matters over the top under such a sexually heightened atmosphere.  A 2010 CBS news report cited Sexxpresso coffee shop baristas in the Seattle area getting into hot water while serving up a lot more than hot coffee and whip cream.  Another report from a local Seattle news site this month says that another bikini barista, this time at a  Snohomish County Java Juggs, used the full-length pole in her drive-thru to commit lewd acts.

Other past reports in the State of Washington about foamy barista acts are the reason these coffee shops just aren't Watson's style.

"I support the creative spirit of a coffee-shop or restaurant attempting to do something different and stand out from the competition, though even the best ideas could sometimes use refinement," says Watson. "The reason so many skimpy uniforms aren't well received by customers is because the server uniforms are often not uniforms at all; they are street clothes hoping to pass as a uniform."

The early days of uniforms offered only two choices: t-shirts or stripper clothes, according to Watson, but now her uniform line adds functionality and safety. "Our breastaurant halter tops are sexy and functional so now there are more choices than a string bikini or a boring t-shirt."

Responding to the overall controversy facing breastaurants, Watson is quick to note that few people outcry when models are flashed on the covers of Cosmo or other style magazines.Waitressing is a great vocation for many young women starting out, she adds, and is a great way to make aliving for them early in life or during college.

She adds that breastaurants "have come a long way." According to Watson, the excess of skin and the poor taste of earlier uniform designs are fading trends. The three-inch-seamed shorts she designs are visually appealing but cover "everything".  Pointing to the evolving clientele at breastaurants, such as Twin Peaks, Watson comments that women and families are also starting to frequent the establishments more often because the uniforms are now more stylish and appropriate.

"These days, Breastaurant customers are not limited to male patrons....On any given day, you can go into a Twin Peaks and see lots of women and families," says Watson.  "Our uniforms are that perfect blend of fashion and function that makes everyone comfortable."

Breastaurant Uniforms will feature its holiday line starting in late October. In the spring, uniforms will return to more sports-centric themes. Watson invites breastaurant clients and interested restaurateurs to follow the clothing line and hear about giveaways and promotions on the Breastaurant Uniforms Facebook page or on its website.

Think breastaurants aren't here to stay? Twin Peaks Franchise Partner Brooks snagged five HOA executives to support his new 35-unit breastaurant investment venture. These include Joe Hummel, former Executive Vice President of Operations and Purchasing for HOA; Roger Gondek, former Vice President of Company Store Operations for HOA; Clay Mingus, former Vice President and General Counsel for HOA; Jim Tessmer, former Vice President and Controller for HOA; and Patti Frederick, from the estate of the late Bob Brooks, founder of the Hooters concept.

"We have clients that include car washes, beer companies, promotional teams, country clubs, golf clubs and so much more," says Watson. "In fast casual dining, it’s equally important to have an energetic great looking staff. " 

And if Watson has her way, she'll be outfitting more breastaurant casual dining concepts and other types of business; fast casual is the next logical evolution in the restaurant line. Expect to see more of Watson's designs (and less of the typical excess uniform material) in restaurant concepts around the country.

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Breastaurant Confidential

POSTED BY KEVIN ALLMAN ON WED, AUG 24, 2011 AT 6:19 PM

Dress Your Staff in Sexy Swag!
This sassy business offers restaurants and bars an expansive line of fun and comfortable waitress uniforms. Terra Watson, owner and creator of Breastaurant Uniforms™, started the company after recognizing the emerging restaurant market and the demand for sexy, comfortable uniforms. As a former Dallas Cowboys Cheerleader turned uniform designer, Watson is familiar with what girls in uniform require of their attire, and she used this knowledge to create versatile uniforms that are both fashionable and functional. It is this concept that is at the heart of Breastaurant Uniform's mission.

It is the care that Breastaurant Uniforms bestows on its product that distinguishes it as an exceptional company. "If your outfit doesn't fit well, it doesn't matter how well you take care of yourself," says Watson, who goes on to describe how, "none of our shorts or skirts have elastic in them. They are cut and designed just perfectly to hug your body.'" Watson has even developed a specific fabric designed to never shrink and never fade while being comfortable to wear. She has created a myriad of pieces that can be mixed and matched including tops, shorts, skirts, skorts, dresses, and accessories (all of which can be done in custom colors with business logos), giving restaurants the ability to choose what best works for their establishment.

With only a six item minimum, Breastaurant Uniforms makes it easy for a bar or restaurant of any size to have a comfortable, custom look. This is especially great considering the new line of holiday wear Breastaurant has coming out this fall. "You can dress the girls up just for Christmas without making a big investment because our minimums are so low." In conce

rt with low minimums is low cost. Breastaurant Uniform pieces run from $23.50 to $60.00 (whereas other restaurant uniforms can run up to $175.00 a piece).

Watson also offers the option to order custom uniforms made specifically to fit the theme of a bar or restaurant. The adorable little number dressing the girls at the Twin Peaks franshise restaurants nationwide is one such custom creation. "If you think about it, Twin Peaks wouldn't be Twin Peaks if they had shorts and a tee-shirt," says Watson. In the May 2011 press release for Breastaurant Uniforms, Randy Dewitt, CEO of Twin Peaks Restaurants remarked, "The 'sexy lumberjack' look created by Breastaurant Uniforms gave us the look to base our entire concept on and, essentially, created our brand."

In addition to eye catching crop-tops, Breastaurant Uniforms also offers sweet tank tops that provide a cute alternative to the usual tee-shirt, and sleek dresses that will highlight your bar's class and style. "The look of your staff is probably more important than anything," says Watson. "The servers are one thing that can really make it or break it for a place." Whatever crowd you're pursuing, Breastaurant Uniforms are sure to be a hit. After all, says Watson, "Everyone would rather dine with beautiful surroundings."

To see all of the fabulous options Breastaurant Uniforms offers, go towww.breastaurantuniforms.com and use the exclusive Bar Business promo code 'BARBIZ' for 15% of your order. Be sure to check back for their new fall and holiday lines!

The recent tough economic times has restaurant owners getting creative to make their place the go-to spot for cash-strapped customers; some are now showcasing specific assets to make their businesses pop. 

A growing number of restaurants nationwide are looking to increase profits by decreasing the amount of clothing worn by an all-female waitstaff, turning their restaurant into what’s commonly referred to as a “breastaurant.”  

Brestaurants have become so popular that Terra Watson, a former Dallas Cowboys cheerleader and owner of BreastaurantUniforms.com, changed her business plan five years ago from selling cheerleading uniforms to selling waitress uniforms.

“The market for breastaurant uniforms is growing like nothing I’ve ever seen,” says Watson, whose company sold more than 6,000 breastaurant uniforms last year. “Restaurants are seeing how much more they and their waitresses can make, and the whole concept is becoming hugely popular.”

When restaurant chain Hooters entered the market in 1983 with its iconic orange shorts and tight tank tops, America had never seen anything like it. Today, the idea of an attractive waitress serving food while showing off her curves is not as taboo as it used to be, says Watson. And many new chains are giving Hooters a run for its money.

“Hooters did have a monopoly on this, and they still have the most locations, but in the last five or six years, there are a lot of new kids on the block with great new themes,” says Watson.

Watson designed the sexy ski-lodge themed uniforms for the breastaurant chain Twin Peaks, based in Addison, Texas, and the cowgirl-themed uniforms for Louisiana’s Double D Ranch and Whiskey River in the Carolinas.

As more breastaurants have opened, the competition has heated up, and in some cases, the rivalry is fierce. At Canz Citi Roadhouse in Long Island, N.Y., owner Tim Lorito claims Hooters is so threatened by his new establishment, it has sent corporate spies to steal menus and secretly take photographs.

“I came into the restaurant one day, and there was a gentleman at a table drinking water who I recognized as someone in Hooters’ upper management,” says Lorito. “When he left, the menus had disappeared from his table. This kind of behavior only leads me to believe they are curious as to what we are doing.”

Hooters of America Vice President of Marketing, Mike McNeil, says that like all good businesses, Hooters pays attention to what is going on in the marketplace, but no corporate espionage or stealing of menus has occurred.

“The idea that a business that admits they are trying to be like Hooters thinks we are spying on them is ridiculous,” says McNeil. “Through our 28-year history, there have been many copy cats. However, none have yet to create the magic or the success of Hooters. There is a long list that includes places called Melons, Knockers and Mugs and Jugs. None are in existence today.”

McNeil went onto say that while Hooters cares about what is happening on Long Island, the company is currently focusing its energy on opening restaurants in Brazil for the 2014 World Cup. The chain, which describes itself as “delightfully tacky yet unrefined", has 430 restaurants operating in 44 states and 28 countries.

And with so many locations, it’s no surprise that when people think of breastaurants, Hooters is the first one that comes to mind, says Mike Currier, director of operations at RestaurantMarketingGroup.org. 

“Hooters is leading the way when it comes to breastaurants,” says Currier. “But it doesn’t mean someone isn’t going to out do them.”

Restaurants seeking to embrace the breastaurant concept should be careful where and how they do it, Currier cautions.

“It really depends on demographics and the concept you’re after. For most restaurants, it would be a hinder to business if the waitresses were put in skimpy outfits. If you’re in Southern California next to the beach or in a college town, it could work. But it’s not going to work everywhere.”

One chain that’s had success in multiple locations is Twin Peaks, which opened in Texas in 2005 and now has restaurants in Oklahoma, Nebraska, and Kansas and is opening Louisiana and Colorado locations later this year.  CEO and founder of Twin Peaks, Randy DeWitt, says that not all breastaurants are created equal.

“We are really flying at a different altitude than Hooters, and we’re not ever going to have a collision with them,” says DeWitt. “Most of the time, there is a Hooters in the same trade area as a Twin Peaks, but we attract a different customer. We are targeting affluent, college-educated, white-collar customers. We have taken the high road.”

DeWitt says he knows Twin Peaks will always face comparisons to other breastaurants due to the use of an attractive waitstaff, but that using “sex appeal” to gain customers is “the oldest trick in the book.”

On its Web site, the company writes that customers can expect their food to be served by, “our most prized assets: the friendly, attentive, and beautiful Twin Peaks Girls” that wear checkered bikini-style tops and barely-there khaki shorts.

“We always try to draw the analogy of sports teams with cheerleaders. The cheerleaders are just part of the show,” says DeWitt. “People don’t go eat at a table service casual dining restaurant for the food. If they just wanted food, they’d go get fast food. But they want an experience, and we deliver an experience that’s about sports and food, and the sideshow is a cute waitstaff that fits the theme of the restaurant.”

BreastaurantUniforms.com’s Watson says that fitting the theme is what it’s about for most breastaurants, and that most are opting for uniforms that are “cute and sexy” rather than “slutty and gross.”

“It’s true that breastaurants are a growing trend, but nobody wants offensive uniforms. You can see cleavage, but you can see more at a beach or local waterpark. It used to be that there was only stripper clothes or boring shorts and a t-shirt, but now there’s an in-between.”

DeWitt says breastaurants are here to stay, whether people like it or not.

“There will always be a small percentage of people who want to see things go back to puritanical times, but that’s not going to happen,” says DeWitt. “This is the way a certain group of the population wants to eat and drink, and we’re going to give it to them.”

Read more: http://www.foxbusiness.com/personal-finance/2011/06/17/breastaurant-brawl-when-less-clothing-brings-more-profit/#ixzz1PYnXLZE5

By Marah Eakin May 25, 2011

She'll Take Your Orders Now

In the past, the National Restaurant Association show has been a great place to spot food trends. Gelato was very hot, apparently, a couple of years back. Last year was all about gluten-free options. This year, though, it was kind of a different story.

Sure, publicists tried to push some trends, like one who e-mailed before the show that smoked olive oil was the “hottest flavor for 2011.” Pitches flew about point of purchase machines and streamlining customer service. If anything, though, this year’s NRA show was about bringing fine dining experiences—or at least fine-seeming dining experience—to consumers who have lower budgets.

That doesn’t mean the restaurant industry is trying to get people to put on nice pants and eat lobster ravioli, but rather that the industry is trying to get jean-clad, burger-eating asses into their seats while still making people feel special. A bar will make a burger, for instance, but it will look like a nice burger that’s cooked the way a patron might have actually ordered it. Diners will get some hand-cut fries on the side, too—or at least fries that look hand-cut. Heck, the fries might even be pre-infused with ketchup seasoning so eaters don’t have to do any of that pesky dipping.

Nation’s Restaurant News said this year’s show was all about “responding to consumers’ increasing demand to have their food when and how they want it,” a trend perhaps sparked by innovations like last year’s ballyhooed magical Coke machine that held hundreds of different flavor combinations. There’s something to be said, too, for a presumption of luxury, even at the lowest-class chow joint. It’s like how a customer who is buying an $8 bottle of wine at Walgreen’s will want the one with the prettiest label. Carry that principle over to menu boards at fast food chains, or even to ice cream vending machines. The Moo Bella Ice Creamery machine, featured at the show and made in Chicagoland, is like a mini-Cold Stone, offering customers the option of 24 different ice creams—half light and half full creams, and three mix-ins like Oreos and M&Ms. Make choices on a touchscreen, and 40 seconds later there’s a customized and kind of tasty cup of ice cream in hand.

Cookies and cream might not sound revolutionary, but restaurants can stay afloat by offering customers something they didn’t even know they wanted. Enter two of the weirdest businesses on the NRA floor: Breastaurant Uniforms and The Beautiful Vending Styler. The former sells sexy waitress uniforms for upstanding establishments like Lewisville, Texas’ Twin Peaks Restaurant, whose CEO claims the “sexy lumberjack” look his waitresses sport has greatly contributed to the chow hut’s growth in the past five years. [Insert dick joke here.&91; Terra Watson, the company’s head designer, is a former Dallas Cowboys cheerleader, and claims to know “what makes the girls feel sexy and comfortable, and also what the customers like to see.” It might seem cheap, and it might seem crass, but, heck, Hooters is still in business. And hot 18-year-olds need jobs too, in these tough economic times, right?

Read the full article here: http://www.avclub.com/chicago/articles/breastaurants-and-burgers-at-the-national-restaura,56571/

Trendwatch: Ex-Cowboys Cheerleader Unveils Line of Sexy Waitress Uniforms

Hot & Cool Food Trends

Cari Martens May 24, 2011

May 18, 2011  

Contact:  Terra Watson

Tel: 214-394-8261

Email: terra@breastaurantuniforms.com                                                                              

BREASTAURANTUNIFORMS.COM OFFERS NEW LINE OF SEXY WAITRESS UNIFORMS

New online ordering offers any restaurant the uniforms to make them an instant Breastaurant!

Former Dallas Cowboys Cheerleader and uniform designer, Terra Watson who also designs uniforms for NFL and NBA cheerleading teams, launches Breastaurantuniforms.com, an online store for sexy and functional server uniforms.

“I created this line with the waitresses and the customers in mind”, says Watson.  “Breastaurants are big business.  After years of creating uniforms, I know what makes the girls feel sexy and comfortable, and also what the customers like to see.  Our uniforms cover what needs to be covered, but shows off the waitresses’ assets.”

At Breastaurantuniforms.com, the restaurant owner can order mix and match uniforms, with low minimums to create a custom look.  This gives any bar or restaurant the ability to make a statement with their staff and become an instant Breastaurant.  “Our Twin Peaks girls would not be the same if they just wore a T-shirt”, says Randy Dewitt, CEO of Twin Peaks Restaurants, which has grown to 11 locations in only 5 years.  “The ‘sexy lumberjack’ look created by Breastaurant Uniforms gave us the look to base our entire concept on and essentially created our brand”. 

BreastaurantUniforms.com website launches today and will be exhibiting at the NRA (National Restaurant Association) show in Chicago, at McCormick Place May 21-24, 2011 in booth 4262. They will feature a sexy model showing the entire new line.

BreastaurantUniforms.com… The Breast in the Business!

PDF with images: http://breastaurantuniforms.com/content/BreastaurantUniformsPressRelease1.pdf

Breastaurantuniforms.com –owner- Terra Watson

824 Exposition Ave. Suite 7

Dallas, Texas 75226

Tel: 214-394-8261

website : www.breastaurantuniforms.com

Boom to Bust: Former Dallas Cowboys Cheerleader Now Designing for Breastaurants

Dallas Observer - Article by Kimberly Thorpe, Fri., Sep. 18 2009

Former Dallas Cowboys Cheerleader Terra Watson spent the last 12 years designing and manufacturing pro-team dance and cheerleader uniforms -- including her former teammates' Christmas presents to Cowboys fans, which are still on Santa's to-do list. But business isn't boom-boom-booming the way it used to; one client, the Dallas Desperados,took a season-long time-out. Which is one of the reasons why Watson's moving from the sports arena to the ... breastaurant.

After all, they're all the rage in this busted economy; back in March, Nightline came to Arlington and found it so hard to choose between Hooters, Bone Daddy's and Twin Peaks. Watson counts the latter among her clients; also on the list is Cadillac Ranch, which doesn't have a local outpost.

"Why wear a T-shirt when you can wear something that is actually flattering to a woman?" Watson says, citing but one reason why she's designing the eateries' unis. "That's my goal with the breastaurants: I want that niche." So far, so good: This week she moved to a bigger studio space in Exposition Park. 

​"It's not like I'm just catering to guys," says Watson. "It also helps the girls too. Look how much more they're making. It's form and function."

Ultimately, she says, her new line of waitress uniforms is aimed at the eateries' owners and managers; she's more or less saying this is a perfectly good way to step up their game: "You don't have to be TGI Fridays to make a name for yourself. You can make a statement for yourself with your staff."

Read the article here: http://blogs.dallasobserver.com/unfairpark/2009/09/breastaurants.php