Hooters of America unveiled a new logo this week as part of a broad attempt to keep the aging chain relevant with customers who suddenly have a number of new "breastaurant" choices.

"Breastaurant" is an industry category now?!

And why am I surprised by that?

Why _are_ you surprised by that?

This team did back off from the domain name BreastaurantUniforms.com to the more-neutral http://www.waitressville.com/breastaurant-uniforms/

http://frontburner.dmagazine.com/2013/07/03/meet-the-brains-behind-breastaurant-uniforms/

http://breastaurantreport.com/category/breastaurant-uniforms/

http://www.barbizmag.com/component/content/article/catid=22-booze-news/1648-brand-marketing-messages-from-us-drinks-conference

BI thought they were pretty smart: 

http://www.businessinsider.com/dallas-cowboys-cheerleader-designs-breastaurant-uniforms-terra-saunders-2013-7

http://blogs.riverfronttimes.com/gutcheck/2012/07/breastaurant_uniforms_terra_watson_interview_brestaurants_hooters_twin_peaks.php?page=2

The good Lord gave them a great mind, a great figure and a great personality, and we want to honor that. We also give them outfits that are durable, and they wash well. If it makes them feel confident and sexy, and it's a good value, then it's an all-around better experience [for the restaurant as a whole, including customers and management].

What's the craziest concept a would-be breastaurateur has pitched you?

We get calls every day about everything. Restaurants will have this concept, this crazyAlice in Wonderland concept: "I want each girl to have an outfit from this fairy-tale fantasy land."

…

 Just in the last few months, we've gotten so many requests for men's uniforms. (What would that be? A chestaurant?) So now we are in the works. They want it. Why not have eye candy for the ladies, too?

Seasons52 appeals to us females for the healthful low-cal menu items, fabulous cocktails and jesustheservers.