They aren't trying to be the next twisted root, just a better tasting alternative than McD, BK, Wendy's, Whataburger, Sonic, etc.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.