- (Photo: Reuters/Eriko Sugita)
The trademark for the word "breastaurant" has been registered by Doug Guller, CEO of ATX Brands LLC. Guller owns a chain of Texas-based chain of sports bars and grills.
The trademark was successfully registered withy the United States Patent and Trademark Office and now means only Guller and his company can use the controversial term.
Guller has released a statement saying: "We're really excited about receiving this federal trademark. Our team has worked hard over the last seven years to offer a unique experience to our fans."
The chain of restaurants, which some criticize alleging that it exploits women and degrades them, has chains throughout Texas, North Carolina and Oklahoma.
It has grown from just seven locations in 2008 to 31 locations across the country, with plans to open two more by the end of the year.
However, despite the controversy surrounding such type of restaurants, reports claim that the industry for so-called breastaurants is a $1 billion-plus industry.