Bikinis Sports Bar & Grill
 | |
| Company type | Private |
|---|---|
| Industry | Restaurant franchise |
| Founded | Austin, Texas, United States (2006) |
| Headquarters | Austin, Texas, United States |
Number of locations | 14 |
Area served | United States |
Key people | Doug Guller |
| Services | Food and beverage |
| Website | bikinissportsbarandgrill |
Bikinis Sports Bar & Grill is a chain of sports bars and restaurants which are primarily located in Texas, but with locations in two other states.[1] The restaurant chain is known for its scantily clad waitresses, whose uniforms consist of its eponymous bikini tops, cowboy boots, and tight, short denim shorts.[2] The chain is also known for trademarking the term "breastaurant" (a common term for this and similar restaurants)[3][4] and purchasing a ghost town that was subsequently renamed "Bikinis, Texas".[5]
History
Restaurant founder Doug Guller reports having gotten the idea for Bikinis Sports Bar & Grill in 2001 on an Australian vacation after being offered a beer by an attractive waitress while watching rugby. Guller theorized that a combination of sports, beer and sex appeal would be particularly recession-proof.[6] The first restaurant was opened in Austin in 2006,[7] and a total of 14 locations have subsequently opened. Most of the locations are in Texas, but franchises also operate in North Carolina and Oklahoma.[1]
Marketing
Bikinis Sports Bar & Grill has utilized a marketing campaign which has included several high-profile publicity stunts paired with aggressive press releases. While generally criticizing the use of press releases in business marketing, Forbes Magazine praised the ability of Bikinis' press releases to attract print and social media attention.[8] Several of Bikinis' marketing strategies are described below.
Bikinis, Texas
In 2012, Guller purchased Bankersmith, a Texas ghost town, saying that he would rename the town to "Bikinis, Texas" after his restaurant chain.[5] Guller said he would turn the town into a tourist destination with the creation of a bikini hall of fame which described the swimwear's history. No plans were made to open a Bikinis Sports Bar & Grill restaurant at the location, but Guller suggested that a bar inside an abandoned bus could be possible.[5]
An "grand opening" of Bikinis, Texas has been scheduled for July 13, 2013. Country musician Jerry Jeff Walker is scheduled to perform and Carmen Electra will be present to be inducted to the hall of fame.[9] Other events which have been planned to be associated with the town include a "Miss Bikinis USA" pageant[10] and a possible reality show.[7]
"Breastaurant" trademark
In September 2011, Bikinis Sports Bar & Grill filed a request with a United States Patent and Trademark Office to register the term "breastaurant". The term was successfully registered in October, 2012.[3] The Huffington Post suggested that the trademarking of "breastaurant" was a consequence of the boom in breastaurant sales figures in the early 2010s.[4]
References
- ^ a b "Locations". Bikinis Sports Bar & Grill. Retrieved June 25, 2013.
- ^ Rice, Jason (February 2, 2009). "New Sports Bar 'With A View' Opens In University Area". WSOCTV.com. Retrieved June 25, 2013.
- ^ a b Trademarkia (October 23, 2012). "USPTO Trademark: Breastaurant". Retrieved June 24, 2013.
- ^ a b "'Breastaurant' Trademarked By Bikinis Sports Bar & Grill Owner". Huffington Post. April 9, 2013. Retrieved June 25, 2013.
- ^ a b c Shaw, Alexis (July 19, 2012). ""Breastaurant" Chain Owner Buys Texas Town, Renames it Bikinis". ABC News. Retrieved June 25, 2013.
- ^ "About". Bikinis Sports Bar & Grill. Retrieved June 25, 2013.
- ^ a b Garza, Vicky (November 5, 2012). "Bikinis may hit TV screens with reality show deal". Austin Business Journal. Retrieved June 25, 2013.
- ^ Perlut, Aaron (June 14, 2013). ""Breastaurant" Stands Out In PR And Marketing Clutter". Forbes. Retrieved June 25, 2013.
- ^ Sun, Jasmin (June 12, 2013). "Texas Breastaurant Town Bikinis to Open July 13". Eater. Retrieved June 25, 2013.
- ^ Chan, Aleksander (May 13, 2013). "'Breastaurant' Bikinis Is Bringing Miss Bikinis USA To Bikinis, Texas". Austinist. Retrieved June 25, 2013.