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Sexy servers attract a new segment

Nov 10, 2010

The popular franchise Hooters, best known for hot wings and hot servers, has new similar concepts giving them a run for their money. Focusing on more upscale food and better guest service, restaurant chains like Tilted Kilt, Brick House and Twin Peaks are competing for the mid-thirty year-old male target demographic.

Not surprisingly, men respond very well to an all-female wait staff. At Tilted Kilt, a gastropub, service goes beyond just attractive faces and skimpy outfits. Each waitress is required to follow particular customer service rules like introducing themselves by their nicknames, covertly writing down the customers name and using that in the 10 minute conversations they keep going on with each guests. This system is designed to build a special connection between guest and server and ultimately to bring in more regulars. Waitresses here divulge that on busy nights, they can make upwards of $150 just in tips. With just 14 locations in the US, Tilted Kilt hopes to expand very soon to new areas.

 

It’s not just fast casual eateries and pubs that are targeting this demographic. Sexy baristas are drawing in many regular clientele as well. Coffee establishments as small as a drive-thru stand (Cowgirls Espresso of Arlington, Washington) have exploded in popularity with waitresses making and serving specialty drinks in revealing outfits. And at Baristas Coffee Co. based in Kent Washington, each day there’s a special costume theme like Naughty Nurse or Catholic School Girl. Business is booming at these so-called, “sexpresso” establishments.

It’s clear the growth in these businesses comes from knowing who their target customer is. The point is, define your target customer and build your concept to drive them in if you too want to reap the full potential of your concept!