Wilson and Williams said the salon has been able to succeed in a recession because some people view it as an escape from the real world. While Williams believes better times are ahead, she argues the flat-screen televisions showing sports at every haircut and manicure station, as well as the lightly dressed employees, have given it a competitive advantage.

The Tilted Kilt, a Celtic-themed sports bar featuring waitresses in midriff-baring halter tops, plaid skirts, and knee-high stockings, plays its sexuality more subtly—or at least its local franchisee does.

While the website for the Tempe, Arizona-based chain blares ads for its Kilt Girl calendar and calls itself “the best-looking sports pub you ever saw,” Mark Voss insists that’s just one part of the pub’s personality.

An equal number of people come for the 34 plasma-screen televisions showing sports and for the burgers, Voss said. And while the waitresses’ appearances may catch some eyes, he insists the staff’s greatest appeal comes from a company training program that stresses being outgoing and smiling at customers.

Voss doesn’t deny his crowd, which has been about 60 percent male since the pub opened on November 11, comes in partially because of the outfits. But he said the sports, food, and atmosphere also help attract and keep customers.

“Does it help? Absolutely. Is it the only reason people are here? Absolutely not,” Voss said when asked if the wait staff’s outfits gave him an advantage over other downtown sports bars. “Obviously, it’s a part of the difference that gets people’s attention. But we also know that’s good for one guest visit. We want people coming back because they had a great time.”

All three businesses acknowledged that while the attire may sell them initially, they also must provide a good product—especially if charging more than other coffee or haircut shops—to stay vigorous.

The search for employees is more targeted than for most other jobs. The three businesses specifically seek beautiful, younger female workers: Perky Cups seeks bikini models rather than baristas, the Tilted Kilt has “casting calls” for roles to be played, and A Little Off the Top warns that lingerie is mandatory and that a significant part of employee pay comes from tips.

Because the overt sexuality of such businesses will cause some to stay away, entrepreneurs must ask if the product is popular enough and profitable enough to withstand the loss of many customers, Whalen said. But for those who question their sustainability, he points to the successful and now mainstream model established 26 years ago by Hooters restaurants.

“Thirty years ago, I didn’t think that chicken wings and half-nude girls would gain credibility and traction the way it has, but it’s succeeded,” Whalen said.