It’s hard to say exactly why these public man caves took hold in the last few years. Some think a shift away from political correctness or toward a more sexualized culture made the concepts more acceptable. Others believe that as Hooters sales flattened and expansion stalled, like-minded entrepreneurs saw a niche that wasn’t being filled…

There’s a lot more going on at the Kilt than just men watching women, Lynch says, pointing out that one of the company’s key offerings is “sports-viewing excellence,” which translates to 50-inch plasma TVs throughout the restaurant, a full bar with a minimum of 24 beers on tap and a menu that ranges from inexpensive snacks to $19 steaks.

But he acknowledges that the cornerstone of the restaurant is the Tilted Kilt waitress. “We make no bones about it–that’s what brings people in,” he says. “We sell on sex appeal, but we are sexy classy, sexy smart or sexy cute. Not sexy stupid or sexy trashy.”