Re:Hooters-style restaurants experiencing a mini-boom
From the article, I would guess that it is probably the sex angle that gets the customer in the first time, but it is the menu variety that brings them back again and again. After all, the article says that Hooter's has been struggling for business with their basic menu, and only now is starting in a few outlets to offer more variety.
These days, unless you are attracting people with a relatively bargain price (which many chains are doing), or are a well-established Roadfood operation, you need to offer something different in the way of a menu from what everyone else is serving, and continue to evolve with periodic menu changes. After all, few people eat exactly the same thing day in and day out when they cook and eat at home, so why should a restaurant expect them to patronize a restaurant often that has a very limited menu?