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They aren't trying to be the next twisted root, just a better tasting alternative than McD, BK, Wendy's, Whataburger, Sonic, etc.
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I think they are accomplishing that. The issue for me is that while they're better than those other fast food joints, it's not worth the 25 minute wait....if I want to wait 25 minutes for my burger, I can go to Twisted Root.
I've been to the location on 75 twice....once on a Saturday at lunch when I knew the wait would be 25 to 30 minutes, and once last week on a Tuesday night at 8 pm...and the wait was still a good 20+ minutes. I pass by there every day, and the only time I haven't seen the line that long was on a Friday evening just after 5 pm.