With Hooters on the verge of bankruptcy, a psychologist reflects on her time spent studying the servers who work there

Servers told researchers that they were instructed to make their male customers feel special. Brian Brainerd/The Denver Post via Getty Images

In 1983, six businessmen got together and opened the first Hooters restaurant in Clearwater, Florida. Hooters of America LLC quickly became a restaurant chain success story.

With its scantily clad servers and signature breaded wings, the chain sells sex appeal in addition to food – or as one of the company’s mottos puts it: “You can sell the sizzle, but you have to deliver the steak.” It inspired a niche restaurant genre called “breastaurants,” with eateries such as the Tilted Kilt Pub & Eatery and Twin Peaks replicating Hooters’ busty business model.