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.