This racy 'breastaurant' chain is becoming a major threat to Hooters

A rival is challenging Hooters' position as the top dog in the "breastaurant" business.

Twin Peaks is one of the few chains in the sit-down, casual dining business that's actually increasing sales in 2017. The chain — known for its scantily clad "Twin Peaks girls" — is growing quickly, with system sales increasing 63% from 2013 to 2015, according to Nation's Restaurant News. And, the 80-location chain is eager to expand, with executives eyeing the West Coast as a fertile ground for new locations.

According to the CEO, the chain's success is all thanks to the Twin Peaks' waitresses.

"We made sure our Twin Peaks girl is at the forefront. She's a big part of our brand DNA. She gives us an extra edge that others don't have," CEO Joe Hummel recently told Nation's Restaurant News.

Hummel would know what the rest of the industry has to offer. He worked at Hooters for eight years, starting in 2003, serving as the company's executive vice president of operations and purchasing.

RELATED: Check out the chain restaurants Americans actually hate:

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25 chain restaurants Americans hate
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25 chain restaurants Americans hate

Fricker's 

Excessive Noise Levels: 22%
Poor Service: 22%
Problematic Food Prep: 12%
Dirty Environment: 22%

Photo credit: Facebook.com
 

Dave & Buster's 

Excessive Noise Levels: 32%
Poor Service: 23%
Problematic Food Prep: 13%
Dirty Environment: 14%

Photo credit: Reuters

Taco Mac

Excessive Noise Levels: 24%
Poor Service: 28%
Problematic Food Prep: 13%
Dirty Environment: 9%

Photo credit: Facebook.com
 

Native Grill & Wings

Excessive Noise Levels: 23%
Poor Service: 19%
Problematic Food Prep: 13%
Dirty Environment: 15%

Photo credit: Facebook.com  

Quaker Steak & Lube

Excessive Noise Levels: 25%
Poor Service: 18%
Problematic Food Prep: 11%
Dirty Environment: 12%

Photo credit: Getty

Buffalo Wild Wings 

Excessive Noise Levels: 30%
Poor Service: 17%
Problematic Food Prep: 12%
Dirty Environment: 10%

Photo credit: Getty

The Green Turtle Sports Bar & Grille

Excessive Noise Levels: 25%
Poor Service: 20%
Problematic Food Prep: 12%
Dirty Environment: 10%

Photo credit: Facebook.com 

Huddle House

Excessive Noise Levels: 15%
Poor Service: 20%
Problematic Food Prep: 13%
Dirty Environment: 23%

Photo credit: Reuters 

P.J. Whelihan's Pub and Restaurant 

Excessive Noise Levels: 31%
Poor Service: 13%
Problematic Food Prep: 8%
Dirty Environment: 10%

Photo credit: Facebook.com 

Joe's Crab Shack 

Excessive Noise Levels: 24%
Poor Service: 18%
Problematic Food Prep: 11%
Dirty Environment: 11%

Photo credit: Getty

Hurricane Grill & Wings

Excessive Noise Levels: 21%
Poor Service: 20%
Problematic Food Prep: 11%
Dirty Environment: 10%

Photo credit: Facebook.com 

Wild Wing Cafe

Excessive Noise Levels: 24%
Poor Service: 20%
Problematic Food Prep: 10%
Dirty Environment: 11%

Photo credit: Facebook.com 

Hard Rock Cafe 

Excessive Noise Levels: 24%
Poor Service: 20%
Problematic Food Prep: 11%
Dirty Environment: 7%

Photo credit: Reuters

Rainforest Cafe

Excessive Noise Levels: NA
Poor Service: NA
Problematic Food Prep: NA
Dirty Environment: NA

Photo credit: Getty

Iron Skillet 

Excessive Noise Levels: 11%
Poor Service: 19%
Problematic Food Prep: 16%
Dirty Environment: 16%

Photo credit: Getty

Texas Roadhouse

Excessive Noise Levels: 38%
Poor Service: 10%
Problematic Food Prep: 7%
Dirty Environment: 10%

Photo credit: Getty

Buffalo Wings & Rings

Excessive Noise Levels: 31%
Poor Service: 31%
Problematic Food Prep: 10%
Dirty Environment: 9%

Photo credit: Facebook.com 

Dick's Last Resort 

Excessive Noise Levels: 18%
Poor Service: 20%
Problematic Food Prep: 9%
Dirty Environment: 16%

Photo credit: Getty

Logan's Roadhouse

Excessive Noise Levels: 24%
Poor Service: 15%
Problematic Food Prep: 12%
Dirty Environment: 14%

Photo credit: Facebook.com

House Of Blues 

Excessive Noise Levels: 19%
Poor Service: 19%
Problematic Food Prep: 14%
Dirty Environment: 10%

Photo credit: Getty

Bar Louie 

Excessive Noise Levels: 25%
Poor Service: 16%
Problematic Food Prep: 10%
Dirty Environment: 8%

Photo credit: Getty

Red Robin Gourmet Burger and Brews 

Excessive Noise Levels: 26%
Poor Service: 16%
Problematic Food Prep: 10%
Dirty Environment: 9%

Photo credit: Reuters 

Waffle House 

Excessive Noise Levels: 17%
Poor Service: 12%
Problematic Food Prep: 9%
Dirty Environment: 22%

Photo credit: Getty

Flanigan's Seafood Bar and Grill

Excessive Noise Levels: 27%
Poor Service: 11%
Problematic Food Prep: 12%
Dirty Environment: 11%

Photo credit: Facebook.com 

Duffy's Sports Grill

Excessive Noise Levels: 33%
Poor Service: 14%
Problematic Food Prep: 10%
Dirty Environment: 5%

Photo credit: Facebook.com 

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In 2011, Hummel and other ex-Hooters executives signed on to become Twin Peaks franchisees. Hooters sued Hummel and his franchise company, La Cima, for misappropriating trade secrets (the suit was settled out of court in 2012).

Back to the peaks, I miss you. 💟

A post shared by Pietra Glicman (@piglicman) on

Twin Peaks, which was founded in Lewisville, Texas in 2005, has a slightly different feel than Hooters' sports bar-esque atmosphere, calling itself a "sports lodge."

Restaurants serve American classics like burgers, wings, and even "Mom's Pot Roast." The company brews some of its own craft beers, with names like Knotty Brunette, Gold Digger, and Dirty Blonde.

Happy Beersday. This isn’t just any beer. It’s your beer. Come get it! 🍻

A post shared by Twin Peaks Restaurant (@twinpeaksrestaurants) on

While the name of the company is a clear double entendre, Twin Peaks also fits the mountain lodge image with fireplaces, craft beers, and waitresses wearing plaid and boots.

The chain prides itself in going beyond Hooters' cropped t-shirts and short-shorts when it comes to what it means to be dressed in a workplace appropriate manner.

"Hooters just wasn't racy enough," founder and then-CEO Randy DeWitt told Bloomberg in 2014.

Our Valentine's party ends today. Come see these Sweethearts before it's over! 💕

A post shared by Twin Peaks Restaurant (@twinpeaksrestaurants) on

The wait staff wears tiny plaid shirts and barely-there shorts. For special occassions, like Valentine's Day or St. Patrick's Day, the Twin Peaks waitresses often serve beers and mozz sticks in actual lingerie.

Hooters, on the other hand, has been downplaying the sexualized aspects of its business in recent years. As Twin Peaks has expanded, the number of Hooters locations in the US have dropped by more than 7% from 2012 to 2016, and sales have stagnated, according to industry reports. In response, Hooters has been emphasizing catering and opened up a fast-casual location with fully-clothed waiters — women and men.

Even breastaurants like Twin Peaks and Hooters can't escape the challenges that all casual, sit-down chains are facing as traffic declines across the industry.

Who wants to wait in line for soggy nachos? We promise, ours are better. Spend baseball season with us! ⚾️

A post shared by Twin Peaks Restaurant (@twinpeaksrestaurants) on

However, Hummel seems confident that Twin Peaks will be able to set itself apart from the competition.

"Casual dining is competitive," he told NRN. "We look at everyone who serves food and beverage as a competitor. When you are deciding where to eat, we want you to think of us."

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SEE ALSO: Hooters is hiring male servers at its new restaurant

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