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Doug Guller trademarks the term ‘breastaurant’ in honor of his successful ‘sexy’ chain
Doug Guller, founder and owner of Bikinis Sports Bar & Grill, the chain that prides itself on its “unbeatable mix of sex appeal, sports, and delicious food,” announced this week that he has trademarked the word ‘breastaurant’.
The word is now a registered trademark through the United States Patent and Trademark Office of the Department of Commerce, and Guller apparently couldn’t be more thrilled and honored.
“We’re really excited about receiving this federal trademark,” he said in a release. “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.”
Although it may seem silly to trademark such a bizarre term, it may have been a smart move for Guller. The phrase has actually become widely used to label restaurants with skimpily dressed waitresses over the past few years and according to Technomic, a food industry research firm, the breastaurant industry has seen a boom in recent years. The Huffington Post also reported that breastaurants were experiencing a “mini boom” last summer and the developing industry even has its own uniform site.
In addition to his trademark, Guller also plans to expand his breastaurant to 50 locations and has even gone so far as to purchase the town of Bankersworth, Texas last year and rename it Bikinis. Guller appears to be trying to take over the world, one bikini-clad waitress at a time.
Skyler Bouchard is a junior writer for the Daily Meal. Follow her on twitter at @skylerbouchard.
'Undercover Boss' CEO Fires Employee For Not Wearing Bikini On Camera, Offers Another A Boob Job
"Undercover Boss" is supposed to reveal the good, bad and ugly of everyday workplaces by inserting senior executives into their own companies -- you guessed it -- undercover. But Sunday night's episode just uncovered a wildly sexist CEO.
The episode featured Doug Guller, CEO of Bikinis Sports Bar & Grill, going undercover and attempting to "improve" his business from the inside. By the end of the hour-long program, Guller had fired a bartender for wearing a t-shirt instead of a bikini during work, and offered to pay for another employee's breast augmentation surgery if she showed improvement and became a "rockstar" at her job.
Similar to Hooters' business model, Bikinis Sports Bar & Grill's waitresses wear skimpy outfits -- string bikini tops and short shorts in this case -- as their work uniforms. According to CBS, Guller "welcomes controversy and proudly refers to his chain of restaurants as 'breastaurants.'"
Guller before and after his "Undercover Boss" transformation.
At the end of the episode Guller reveals his true identity and confronts Jessica about her choice to not wear a bikini top. He tells Jessica that it was a "big bummer,” and proceeds to fire her.
Many people took to Twitter to voice their outrage about Guller's actions and the episode in general:
Wow @CBS you blew it on this episode of #Undercoverboss! The CEO is an insult to women. Fire the gal who has goals besides a bikini? #Fail!&mdash Pam Moore (@PamMktgNut) December 29, 2014
You are a disgusting pervert and straight up creep. @DougGuller #undercoverboss&mdash I. Maria Jones (@IMJones111) December 29, 2014
Just watched #undercoverboss and I'm completely outraged with the CEO of Bikinis for firing Jessica. Dude is a total sexist pig! #Disgusted!&mdash Jeremy Goodson (@Jeremy_Goodson_) December 29, 2014
Disgusted by the CEO on #undercoverboss. Fired a girl for having greater goals than wearing a bikini top at a bar for the rest of her life.&mdash Andrea Medina (@MsAndreaMedina) December 29, 2014
The producers of #UndercoverBoss must be males w/no sisters, wives, or daughters if they think #BikinisSportsBarAndGrill isn't misogynistic.&mdash Anthony Bradley (@drantbradley) December 29, 2014
This #undercoverboss was the worst I've ever seen. CEO was horrible. Can't even believe this ep aired. I'm disgusted. @CBS @undercover_cbs&mdash MichelleF0918 (@MichelleF0918) December 29, 2014
Is #undercoverboss getting desperate? I just saw the CEO reward an employee with a breast implant!&mdash Mario Armstrong (@marioarmstrong) December 29, 2014
‘Breastaurant’ trademarked by owner of Texas-based restaurant chain
Doug Guller, the CEO of Bikinis Sports Bar & Grill, announced in a press release last week that Bikinis had secured the trademark for the term through the U.S. Patent and Trademark Office.
Although chains like Hooters, Twin Peaks and the Tilted Kilt are also known for their waitresses dressed in skimpy outfits, Guller is making it so that his company is the only “breastaurant.”
“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®.”
Guller has chains featuring waitresses in low-cut bikini tops and short jean skirts located in Texas, North Carolina and Oklahoma.
'Breastaurant' Trademark Approved By Doug Guller, Bikinis Sports Bar & Grill Owner
Doug Guller, founder and CEO of Bikinis Sports Bar & Grill, has trademarked the word “breastaurant” through the United States Patent and Trademark Office.
Hooters, Twin Peaks, Tilted Kilt and other restaurants with large-breasted, bikini-clad women have lost their rights to use the term that describes these eateries with added sex appeal, Fox News reports.
“We’re really excited about receiving this federal trademark,” Guller said in a press release. “It just further solidifies that Bikinis Sports Bar & Grill is America’s only breastaurant®.”
Guller’s restaurant chain spans throughout Texas, North Carolina and Oklahoma. Last July, he made a bold move and bought an unincorporated Texas town off Craigslist, renamed it Bikini after his restaurant and plans on transforming it into a tourist destination, ABC reports.
The restaurant industry, hit hard by the great recession, sees success in restaurant chains that sell both burgers and cleavage. Guller’s trademark victory highlights a growing trend in the “breastaurant” boom.
Twin Peaks, Tilted Kilt and Mugs N Jugs -- the top three “breastaurants” after Hooters -- grew by at least 30 percent last year, according to food industry research firm Technomic.
And the waitress’ cup sizes might not be the only reason for the chains growth. Good service and food keep customers coming back.
"The boobs do come into part of it, but a lot of it has to do with the girls and their attitude," Twin Peaks waitress Nicole Bass told Esquire. "We just sit there and talk to all of our tables and make sure they're all having a good time."
Darren Tristano, executive vice president of Technomic, agreed. "It starts with comfort," he told entrepreneur.com. "These concepts are growing by offering a different level of service and attentiveness.”
Randy DeWitt, CEO of Twin Peaks restaurant, makes no qualms on what brings customers to his restaurants but makes an effort to differentiate his chain from the industry-leader, Hooters.
“Hooters is more blue-collar. We do well where Hooters isn't accepted," DeWitt said. "We sell on sex appeal, but we are sexy classy, sexy smart or sexy cute. Not sexy stupid or sexy trashy."
13. Twin Peaks
We totally see what you did there, you know, with the name! Twin Peaks! Yeah anyway, beyond the giggles, you get every time you drive by one of these joints, you also get to stop in and admire some seriously stacked waitresses. When Twin Peaks says they serve up ‘scenic views’, they’re not messing around. Apparently, they hire girls based on their ‘girl next door’ charisma.
Seriously though, where do Twin Peaks bosses live? If their girls next door look like THAT then we’re considering a sizeable real estate investment. As part of the ‘ultimate sports lodge’ schtick, Twin Peaks girls also serve up a rather gamey venison chili. A must for huntin’, shootin’, fishin’ types with a taste for the great outdoors.
Texas Town Renamed "Bikinis" By "Breastaurant" Owner
ABC News reports that millionaire "breastaurateur" Guller plans to make the newly formed town &mdash all two acres of it &mdash into a destination. He has already made a success out of his restaurant chain &mdash there are 10 locations in Texas, one in North Carolina, and one in Oklahoma &mdash which staff women clad in bikinis. Bikinis, Texas, located about ten miles south of Fredericksburg in the Hill Country, is Guller's next project. Right now it's a veritable ghost town. However, Guller explained in a press release that, "Bikinis, TX will be a world class destination."
His plan is to turn the area, which consists of an abandoned building, into a "playground," with live music and dancing. He wants to renovate a 1950's cruiser bus and retrofit it as a bar. Guller also has plans to clean up the outhouse.
What do you think of Guller's decision to purchase and rename the Texas town? Is it smart advertising? Or do you find it offensive?
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Infamous Austin breastaurant suits up for new sports bar concept
The age of the Austin “breastaurant” is coming to an end. Twelve years after owner Doug Guller opened his first Bikinis Bar & Grill in the Capital City, the last location at 214 E. Sixth St. is closing.
In its place will be BBG’s, an all-new concept from the entrepreneur’s ATX Brands. According to a release, the sports bar and restaurant will open December 27 with a retooled layout and a menu that revs up Bikinis' bar food for more elevated fare.
Since debuting Bikinis in 2006, Guller has been one of the most entertaining sources of headlines in Austin’s restaurant scene. In April 2013, he trademarked the term “breastaurant.” Later that year, he debuted Bikinis, Texas, with help from Carmen Elektra, turning an abandoned Texas Hill Country railroad town called Bankersmith into a tourist destination.
Then, Guller caused an internet uproar in 2014 with an appearance on CBS’ Undercover Boss where he fired one employee for refusing to wear a bikini top on camera and offered another breast implants if she continued to work at the restaurant for another six months.
BBG’s will be decidedly less salacious, but won’t veer too far from Bikinis' formula. The server dress code may be a little more conservative and the waitstaff will include men, but the eatery will still remain a sport’s bar. And old favorites like wings and burgers will remain on the menu, joined by new offerings like lamb lollipops, grilled chicken rosé pasta, and Korean pork tacos.
“Although Bikinis Sports Bar & Grill is closing its doors, we are very excited about the new changes and all that BBG’s has to offer Austin,” said Guller in a release. “I think BBG’s will appeal to a wider demographic in Austin and allow friends and family to enjoy a new sports bar environment.”
As a final farewell, the restaurant is throwing am epic, 12-day-long party December 12-23. Although the release didn’t specify just how the restaurant would be celebrating, it does come with a gift for the servers — the promise of more weather appropriate clothing ahead.
Bikinis Sports Bar & Grill Owner Doug Guller Trademarks Breastaurant
Austin, TX (RestaurantNews.com) Doug Guller, founder and CEO of Bikinis Sports Bar & Grill, one of the nation’s fastest growing sports bar and grill chains, announced today that he has trademarked the word breastaurant ® . Breastaurant ® is now a Registered Trademark through the United States Patent and Trademark Office of the Department of Commerce.
“We’re really excited about receiving this federal trademark,” said Doug Guller. “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 ® .”
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.
Bikinis Sports Bar & Grill Owner Doug Guller to Host Miss Bikinis USA Pageant in Spring 2014
AUSTIN, Texas--( BUSINESS WIRE )--Doug Guller, founder and CEO of Bikinis Sports Bar & Grill, one of the nation’s fastest growing sports bar and grill chains, and owner of the trademarked word breastaurant ® , announced today that Bikinis will now host the Miss Bikinis USA beauty pageant in Spring 2014 in Bikinis, TX. This news comes on the heels of Hawaiian Tropic retiring their bikini pageants.
"Our fans have been asking us for a number of years to host a pageant and with the Hawaiian Tropic brand dropping out, it seems like the perfect time to start our own. This pageant will be an eye-opener, like nothing anyone has ever seen before," said Doug Guller, CEO & founder of ATX Brands, LLC.
Guller purchased Bankersmith, Texas in June 2012 and changed the name of the town to Bikinis, TX after his highly successful breastaurant ® franchise. Bikinis is one of the fastest growing sports bar and grill concepts in the nation. Since its inception, Bikinis has grown rapidly to fourteen locations including Texas’ biggest markets of Houston, Dallas and San Antonio, along with two in Austin. Bikinis has also expanded to include locations in Charlotte, North Carolina and Oklahoma City, Oklahoma.
Miss Bikinis USA will begin taking applicants in the fall of 2013 and will narrow the field down to seventeen women from all over the United States. The contestants will participate in a variety of unique and fun competitions throughout the day and will culminate with a bikini contest in the evening.
ATX Brands, which owns the Bikinis Franchise, was selected for the Inc. 500/5000 list for the 2 nd year in a row by the magazine and honored as one of the Fast 50 by the Austin Business Journal for its 4 th straight year. The company now employs over 800 people and is performing at a $50 million run rate.
Note to Trademark Office: This is Not Trademarkable
ATX Brands LLC, which owns Bikinis Sports Bar and Grill (in Bikinis, TX), has obtained a federal trademark for the mark “Breastaurant” in connection with “restaurants and bars.” [I was hoping that this Yahoo story got it wrong somehow – but I checked at the Trademark Office site, and indeed, the term has been registered as a trademark.]
It’s a nice, textbook example of something that does not get trademark protection. There is a fundamental principle of trademark law: generic terms — terms that define a class of goods or services — can never get trademark protection.
Here’s the article from Yahoo News:
While Hooters, Twin Peaks, the Tilted Kilt and other chain restaurants that feature bodacious waitresses in skimpy outfits have been called “breastaurants” for years, the owner of the Texas-based Bikinis Bar and Grill is the first to make it official. Doug Guller, CEO of ATX Brands LLC, which owns Bikinis Sports Bar and Grill, announced today he has trademarked the term “breastaurant” through the United States Patent and Trademark Office, meaning his company is the only one who can describe itself with the term.
“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.” . . .
The trademark is a major move in the “breastaurant” industry. . . . 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.. . . Also competing is Canz, a New York-based roadhouse-themed sports bar that did what many would consider to be impossible. It successfully launched in the middle of the recession and the customers came flocking in. “Our profits ranged a little over $2 million in our first year in 2008 and showed great signs of growth,” said Canz owner Tim Lorito. Three restaurants later, Lorito said, the formula or sports, beer and, of course, lots of young ladies — waitresses wear tight black tanks and jean shorts — is working.”I think being a great breastaurant goes hand in hand with being a great sports bar,” Lorito said. “I think the atmosphere that that creates gives us an advantage over any other of our competitors.”
That’s five separate uses of the word “breastaurant” in its generic sense — to describe a class of restaurants. It is not being used to distinguish one restaurant from another (the real function of a trademark). EVEN THE TRADEMARK OWNER USES THE TERM IN ITS GENERIC SENSE: When Guller says “Bikinis Sports Bar is America’s ONLY breastaurant” he’s using a (trademarkable) identifier for his restaurant (“Bikinis Bar and Grill”) and saying that it is a member — indeed, the only member — in this particular class of restaurants (“breastaurants”).
That is a textbook generic identifier. How in Heaven’s name this could have slipped by the Trademark Office is completely beyond me.