Waitresses gone wild -- Joe Francis to open 'Girls Gone Wild' restaurants


Think the Hooters uniforms are just too puritanical? Not impressed by the new idea of sexpresso? Never fear ... count on Joe Francis, erstwhile paramour of Paris Hilton and puppet master behind the controversial Girls Gone Wild video series to further close the gap between two of George Costanza's passions ... sex and food.

Francis is planning to open a chain of diners in the resort communities of Cancun and Cabo San Lucas, Mexico, by the end of this year. The entrepreneur promises a "fun and sexy" dining experience that will also provide elements of class and comfort. He told the Los Angeles Business Journal that his eateries won't feel like strip clubs: "You'll be comfortable going in there, but you're going to get a Girls Gone Wild experience."

Francis hopes to expand internationally and hopes for "topless optional at night" in some countries. His long-term goal is an impressive one, with visions of franchising and licensing agreements and roughly 300 locations, primarily in college towns and tourist destinations.

Breaking down his business model, Francis, who banks more than $100 million each year from the Girls Gone Wild series, opines that "The restaurant business depends on doing at least 70 percent of your revenue at the bar ... you need to cater to a younger crowd .. being a family restaurant is not going to give you bar business."

Francis is also launching a line of Girls Gone Wild apparel, featuring swimwear and casual apparel.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.

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