Hooters American diners – famous for their scantily clad waitresses – had wanted to open a branch in Sheffield's up and coming Leopold Square.

But yesterday ASK, developers of the hip new quarter, said negotiations with the parent company Wings Over England had ended.

Leon Guyett, from ASK, said: "After the careful consideration of our aspirations for Leopold Square, we have taken the decision to cease negotiations with Wings Over England and are continuing our discussions with other parties who have expressed interest in the square."

The decision is a victory for campaigner Kirsty Bowen, who set up the 'No To Hooters' group on social networking site Facebook which attracted hundreds of hits.

An online petition against the development also received more than 550 signatures, while leader of Sheffield Council Coun Jan Wilson said the "tacky and downmarket" restaurant would have "downgraded" the area.

Coun Tim Rippon, cabinet member for economic regeneration, culture and planning, and Sheffield Central MP Richard Caborn, also gave their support to the campaign.

What do you think? Add your comment below.

A public protest in the square last week received support from South Yorkshire Women's Development Trust, officers from Sheffield Hallam University Students' Union, and students from the University of Sheffield

Sheffield Hallam student Kirsty, aged 20, said: "This a great victory for the people. We should be proud but not complacent. Wings Over England are bound to try and open somewhere else in our city and we need to say strongly no to Hooters in Sheffield."

She added: "Hooters reinforces the damaging idea that women are objects for male pleasure.

"The chain may deny this as much as possible but the very fact that they are called 'Hooters', a derogatory word for women's breasts, speaks for itself. The bar would have a detrimental effect on the area and an increase in anti-social behaviour was the least we could expect from this proposal."

But a Hooters spokesman said last week they were only doing the same as many other companies these days who use sex to sell their products.

He said: "Sex appeal is legal and it sells. Newspapers, magazines, daytime talk shows, and local television affiliates consistently emphasise a variety of sexual topics to boost sales.

"Hooters' marketing, emphasising the Hooters Girl and her sex appeal, along with its commitment to quality operations, contributes to the chain's success."

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