new scleek decor, expanded healthier menus and with an additional target in mind -- women. a group the competition is also wooing. some even have kids menus. >> i think that here is more of a family restaurant. i serve a lot of families. i have a regular that's a 5-year-old little boy. we have a lot more fun. and we're more comfortable. >> reporter: hooters didn't want to talk on camera, but in a statement said the restaurant model that others have dubbed breast breast-araunts is too shallow to define hooters. whether it's kanz, tilts or peaks, without mouth-watering plates, the appetizing scenes don't matter. >> we have amazing food. we have a corporate chef that trains all the waiters very well. >> reporter: restaurant experts aren't biting. >> it's not about the wings. it's about the breasts. they can serve sludge. people are not going there, no matter how good the wings are. >> reporter: with this breast-araunt battle far from over, expect to see these chains puffing up their chest, elbowing to get to that top spot for a long time to come. i'm alex perez in chicago. >>