"It starts with comfort," Darren Tristano, executive vice president of Technomic, a food-industry consulting firm in Chicago, told Entrepreneur. "These concepts are growing by offering a different level of service and attentiveness."
Hm. By "different level of service and attentiveness," does he mean fake-smiling through "do you come with my dinner?" jokes and excessive (but platonic) bicep touching?
In the same piece, Tilted Kilt CEO Ron Lynch confided he knew exactly what his restaurant was selling, and didn't shy away from it. "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."
Nothing says "sexy smart" like a 19-year-old in a pint-sized plaid kilt with matching bra!