News Analysis 2

Booming Business

Restaurants also known as “breastaurants” are hiring attractive women and require them to wear revealing clothing as their uniform and are becoming increasingly popular as compared to regular restaurants, in fact they are growing by double digits over the last year as they compete to attract new customers.

The notion that sex sells continues to be a method for marketers to promote restaurants. Success has been found by restaurant chains trying to grow their businesses while the traditional more conservative approach of selling affordably priced, good tasting food in a family friendly atmosphere appears to be failing or at the very least slowing. The ethical issue that emerges is one that looks at whether this type of business operation is an example of exploitation of women and if it is degrading to women in the work place and society as a whole. From the readings of Ethical Theory and Business, discrimination during the hiring process was not explored in this case and would seem to emerge as a serious concern for business owners as well as employees since the subjectivity of choosing only beautiful women over those that are less attractive or not at all would raise issues in what was fair and legal. This ethical issue could be followed by the high potential for sexual harassment by other employees and patrons due to sexual insinuation and innuendo while working a shift.

The restaurant industry that uses scantily clad women’s uniforms as a way to market to men is under fire however the market continues to grow and show profits making the market more appealing than ever before. The decision for restaurateurs to create businesses based on this type of employee profile seems to make more sense from a dollars and cents point of view when competing against well-established chains following a more ethical model. New upstart restauranteurs continue to take advantage of the power of beautiful women to sell its products while in parallel the public proves that the business model works. Women clearly are not offended as much as critics seem to state otherwise they would not be applying to these jobs.

The fact of the matter in business is that the business man is beholden to its stake holders as the bottom line driver for making a profit. The business model that requires sex as a tool for creating profits is not a new model rather it could be described as the oldest known profession. Values associated with modesty among humans, plays the key role on how this could be handled differently while also considering the fact that Christian business people should not be afraid to confront dangers, threats and difficult business environments. According to Beyond Integrity: A Judeo-Christian Approach to Ethics, Christian values could be woven onto the business model by considering holiness, justice and love. Holiness in that the human form is a celebration of Gods image. Justice would define how the business would hold all liability for keeping employees safe from harm during the operation of the business so safety and security practices as well as equitable hiring practices could be developed as a result of this business models success. And finally, Love could be implemented in making it clear that beauty being part and parcel to human nature and to exploit women would not be a loving behavior to condone.

To complete this analysis, a look at how a resolution to potential ethical violations has taken shape finds that these matters having not been resolved by these company's since they are prospering. Time will ultimately tell whether the business model will change or if personnel have been harmed or if the general public decides that the ethical behavior in the form of respecting women will take precedence over the objectification of women through the marketing of sex to sell food. Until profits are no longer being made than it is likely sex will continue to sell and “breastaurants” will continue to gain popularity and market share. From a business stand point, a business that generates profit is a signal for success. This model can always be adapted in the future and safe environments can be established to ensure patrons and employees respect each other and have fun at the same time.

References

Fox News Business (16 January 2015). Breastaurant business is booming as other chains struggle. http://www.foxnews.com/leisure/2015/01/16/breast-taurant-business-booming-other-chain-eateries-struggle/

Beauchamp, T.L., Bowie N.E., Arnold D.G., (2012). Ethical Theory and Business, 9th Edition. Upper Saddle River, NJ: Pearson Prentice Hall

Rae, Scott B. and Wong, Kenman L., (2004). Beyond Integrity: A Judeo-Christian Approach to Ethics, 2nd Edition. Grand Rapids, MI: Zondervan Press