• USA Today, Wednesday, October 25, 2006 1 PM

Maxim magazine, known for cover photos of sexy women, and China Grill Management will announce today that they'll open at least 15 Maxim Prime restaurants over the next five years, designed to appeal to customers in their 20s and 30s. The men's magazine has also put its brand on shower curtains, furniture and a soon-to-be-built casino.

While the magazine features foxy females, the chain will not be an upscale version of Hooters. "Sexy but sophisticated," says China Grill Management's Jeffrey Chodorow. Maxim Prime will offer small portions as well as lighter fare. "The people who leave here are going to go someplace else, maybe dancing," Chodorow says.

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