Many restaurant development consultants counsel clients to open the second unit of any startup chain in a market geographically removed from the original. Their reasoning: The owners will learn more about their concept-good and bad-and learn it faster by making it stand on its own in a distant market. Cereality's tale is one more piece of evidence about why this advice is correct. The company's concept is simple: all-day cereal and not much else. Cereality offers 30 brands of cold cereal ...

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