Anyone who knows American culture realizes immediately that the term “adult restaurant” would not even remotely imply an eating place that caters to mature or developed culinary tastes. Instead it would mean one deemed inappropriate for children because of some kind of sexually tinged goings on.
Historically the attractions in adult restaurants have not been what’s on the plate but are part of the female servers’ anatomy.
An unfamiliar restaurant concept to me is the “adult fast food restaurant.” This is how a Florida drive-in owner referred to his business in 1976. It didn’t serve adult fast food – what would that be? Crêpes? It served hot dogs, hamburgers, beer, and, oddly, wine. The manager called it “our answer to MacDonald’s,” reflecting the fierce competition drive-ins faced from big chains in the 1970s.
The “adult” aspect: servers at the “Jugs ‘n’ Suds” drive-in were costumed only in hot pants and tassles.
However, Jugs ‘n’ Suds waitresses got very little chance to “wear” their intended costume. The drive-in met with vehement disapproval from citizens and officials of New Port Richey who insisted that the waitresses cover up. One of the restaurant’s promoters admitted that business fell off once apron-like halter tops were adopted, saying “People aren’t as interested in seeing a topless waitress with fringe on.” [pictured] In very short order the drive-in closed. A second one – without carhops — then opened in an old A&W. I don’t think it lasted long. A fantasized nationwide chain never materialized.
Jugs ‘n’ Suds was unusual in that it was a drive-in. Most topless restaurants have been positioned at the “nightclub” end of the restaurant spectrum. Typically they’ve been dark, bar-like spaces where business men congregate at noon and after work.
California was the birthplace of the topless restaurant with the pioneers opening in 1965 not long after the creation of Rudi Gernrich’s topless bathing suit. Many offered a business man’s lunch special accompanied by models strolling from table to table. In California, at Long Beach’s Kozy Kitten, kittens ambled while patrons downed 98c luncheons of Turkey, Ham, or Beef served with Potato Salad and Beans. (I didn’t say topless restaurants were glamorous.)
The topless restaurant fad, which combined gawking, drinking, AND eating, died out, but using women’s anatomy to attract restaurant patrons did not. Maybe it’s eternal. Even as the last Playboy bunny club closed in the 1988, a new crop of “breastaurants” (as they are mockingly known by critics) appeared, most of them flaunting scantily dressed servers. Following the success of Hooters, a slew of knock-offs opened in Florida, among them the so preciously named Melons, Knockers, and Mugs & Jugs.
Controversy is also eternal. Hooters’ aggressively suggestive advertising campaign has offended many and the chain was forced to remove billboards that hinted servers were prostitutes, an idea that, depressingly, has plagued female servers since the 19th century.
Legal challenges to topless restaurants and breastaurants have mostly not held up. But communities protest them anyway, occasionally successfully. Recently the Quincy MA Licensing Board denied permission to a unit of the Tilted Kilt chain because it was too close to a church that objected.
© Jan Whitaker, 2012
7 responses to ““Adult” restaurants”
In the 1960’s we used to go to Charlie Brown’s. The waitress uniforms were awesome! Low cut with ruffles showed almost as much cleavage as a playboy bunny suit. The short dress was open in the front showing the huge white petticoat underneath. In the late 1980’s I saw the cocktail waitress in the Chula Vista (San Diego) Loves Restaurant wearing the same dress (only in a different color -black with white petticoat). She was gorgeous!
Is there pictures available of this uniform? Anyone know who manufactured this uniform and is it still available for purchase???
Wow! I thought we knew alot about Breastaurants, but we’d never heard of Jugs and Suds! And what a great pic! Vintage and awesome 🙂
Thanks for writing enlightening us on this retro phenomenon; I gotta get the scoop on these places.
Thanks for the article,
I’ve long been curious: when did “adult” become a euphemism for “adolescent?”
Yes, young adult books are read by people in their 30s and so-called adult tastes certainly seem juvenile to a large extent. I guess the more meaningful word is mature — though that’s a euphemism for old!
A world where almost any word can mean something else is a difficult place to work… if only there was a way to write without having to resort to the use of words.
Ha! And an abundance of quotation marks, for me at least.
That’s what America needs more of!