LOS ANGELES (Reuters) — Having made a fortune off bare-breasted women, “Girls Gone Wild” founder Joe Francis is now setting his sights on the restaurant business.

A chain under the “Girls Gone Wild” brand name is being planned by Francis, whose Mantra Films Inc. has built a $100 million business videotaping and selling the DVDs featuring young women exposing their breasts.

He said “Girls Gone Wild” restaurants will appeal to women who want to feel sexy, exciting and edgy.

Guys will turn out because “guys are always there, panting,” he joked.

And he is not stopping at restaurants. Francis and Mantra plan a line of women’s apparel, including casual wear, lounge wear and swimwear that will be in stores by April 30.

Theme restaurants have been around for years. U.S. restaurant chain Hooters is based on the idea that waitresses in tight T-shirts and short shorts will lure patrons. Theme restaurants, in turn, sell a lot of apparel.

Mantra produces roughly 80 “Girls Gone Wild” DVDs a year, and is expanding to the United Kingdom, Australia and France.

Francis said Mantra holds roughly 700 special events and parties each year in bars and restaurants to videotape patrons going wild, drinking alcohol and, of course, exposing breasts.

Mantra is following in the tradition of competitor Playboy, which has extensive marketing deals using its brand.