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'Breastaurant' Trademarked by Texan Restaurant Chain

Photo: Bikinis Sports Bar & Grill
Hillary Dixler Canavan is Eater's restaurant editor and the author of the publication's debut book, Eater: 100 Essential Restaurant Recipes From the Authority on Where to Eat and Why It Matters (Abrams, September 2023). Her work focuses on dining trends and the people changing the industry — and scouting the next hot restaurant you need to try on Eater's annual Best New Restaurant list.

Sad news for lovers of portmanteau and boobs: Doug Guller, the founder and CEO of the Texas-based restaurant chain Bikinis Sports Bar & Grill (with 14 locations) announced in a press release last week that Bikinis has secured the trademark for the term "Breastaurant." Guller says, "We're really excited about receiving this federal trademark ... Our team has worked hard over the last seven years to offer a unique experience to our fans." If by unique he means pretty similar to formerly-known-as-breastaurants Hooters, Twin Peaks, and Canz, then the trademark represents a potentially huge marketing victory.

This isn't the first major marketing stunt from Bikinis. Last Summer, Guller bought an entire town in Texas and renamed it Bikinis, TX. In the Fall, news broke that a reality show about boobs, er, every day life in Bikinis, TX might be in the pipeline.

Nightline recently reported on the breastaurant® industry trend, noting that chains where female servers don't wear a lot of clothing seem to be booming. With this trademark, however, Bikinis can claim industry supremacy, as it does on its website, declaring itself: "America's ONLY Breastaurant®!"

The "Breastaurant" Trademark [Photo:]

Now that Bikinis has boldly added an ® to the end of "breastaurant," writers and competing chains alike must come up with another term to describe the inspired mix of bar food and half-naked women in a casual restaurant atmosphere. Eater humbly offers the following ideas to get the party going: Boobstaurant, chestaurant, brastaurant, mammarystaurant. Leave your suggestions in the comments below.

· Bikinis Sports Bar & Grill Owner Doug Guller Trademarks Breastaurant® [Yahoo! Finance via SFGate]
· All Breastaurants® Coverage on Eater [-E-]
· All Bikinis Sports Bar & Grill Coverage on Eater [-E-]