There is actually a local chain in Southern California called Bruxie that sells waffles after failing to impress high-end restaurants with their product. It is very popular and placed strategically around hip places, e.g. colleges. I was tied heavily with its inception and I know just how unsustainable the owner wants it to be. At this point, he only makes money by opening stores. He fully intends to Krispie Kreme his way through the state or country, if he can, and then let it collapse. It happened to KK, it happened to ToGos, it'll happen again.
Interesting... I always thought Bruxie was a pretty popular chain. Why do you think the growth is unsustainable? Are the amount of customers decreasing at each existing chain?
