In a Los Angeles Business Journal cover story, Francis said he plans to open two "Girls Gone Wild" theme restaurants in Cancun and Cabo San Lucas in 2008. Once those two are established in Mexico, Francis said he will open several more in beach tourist locations around the world and eventually in college towns across the U.S.
In addition to his restaurant plans, Francis said he will release a line of swimwear and casual wear to be sold in boutiques and upscale department stores.
Jen Mallini, vice president of apparel, told XBIZ that the line features "high end" designs and may branch an accessories collection.
Francis' plans are a further attempt to branch into the mainstream world, but not blend in with other similar franchises.
Unlike chains like Hooters or Planet Hollywood, Francis said his restaurants will abandon the concept of "family friendly." He instead will feature food and drink to appeal to a younger — and primarily male — crowd, and even open topless-optional eateries in some countries.
"Being a family restaurant is not going to give your bar business," Francis said. "We're very honest about that. It's a fundamental problem with all these themed restaurants."
Francis also refuses to allow mass retailers to stock his clothing line.
"We could pick low-hanging fruit by going to mass retailers, but if you could buy us in Target or Kmart, it wouldn't make us cool," said Mantra's Chief Operating Officer Scott Barber. "And cool is our stock in trade."
Malli said the merchandise is for now being sold in specialty boutiques across the country and that the line will be available in major department stores next year.
