As a young man in his 20s, Frank Petillo visited more than a few sports bars, “and you knew what you were going to get every time you went in,” he says. “Lots of TVs, lots of drinks, and food that was always mediocre at best.”

He specifically remembers walking out of a Hooters one time. “The place was packed, and it wasn’t because of the food,” he says. “They were there because of the women and the atmosphere. I remember thinking to myself, ‘What if you had a place like this with beautiful women in great outfits, but with excellent food?’ From that day on, that was my vision.”

That’s how Wow!es – “a sports bar with taste” – was born in Boca Raton, FL. On the menu you’ll find not just French fries, but escargot sauteed with mushrooms and shallots over a white wine sauce; not just burgers but slow-cooked short ribs over red bliss smashed potatoes. Not just Budweiser, but the Wow!es “Kiss” – a signature red martini featuring Absolut vodka and crystallized sugar on the rim of the glass.

Uniforms worn by the restaurant’s servers also kick it up a notch or two on the “taste meter.” Working with its marketing agency, The Gab Group, Wow!es settled on a sports theme featuring black skorts, referee-style tank tops and whistles—leading to a grand opening ad campaign that took a playful jab at its chief sports bar competitor (see photo, above).

“We wanted the outfits to be sexy, but we wanted them to tie into sports,” Petillo says. “Hooters doesn’t have the sports tie-in.” The uniforms are a spandex blend that Petillo says servers find to be quite comfortable. “As skimpy as it is, it does provide good coverage,” he says. Servers get two complete uniforms at Wow!es expense, and can purchase additional items as needed. Most servers wear black socks and either sneakers or black non-skid shoes with their outfits.

Wow!es owner Jerry McLaurin is already looking to expand the concept, with franchise deals possible for other Florida markets. “It’s a concept that will go anywhere, but is ideal in a beach or marina area,” Petillo says. Next time around, he adds, he’ll consider uniforms that are perhaps a bit skimpier, a bit sexier, without losing the classy look the restaurant has become known for. He’s thinking perhaps a button-down shirt that allows servers to be as alluring as they want to be.

“We get a lot of families that come in and eat, and even corporate women who come in like the uniform,” he says. “We get more feedback on the friendliness of our servers than about their beauty. That’s important to me.”