Might not be such a bad location when you look a little closer... The University of Pittsburgh Johnstown is about 2 miles away. According to the university's website about 3,000 students attend. Not such a bad place to recruit employees and attract customers.
A couple other thoughts -
1. By setting up shop in less urban areas they are probably able to negotiate lower leases and lower other costs (Good move for testing out the new business model)
2. No other coffee shops in the mall in Johnstown (at least according to Google Maps - the nearest Starbucks and Panera are in a different commercial area).
3. A nearby Walmart Supercenter and Gander Mountain store are going to drive traffic to the area all year long....
BMOC did their homework on this one and it looks like they know exactly what they are doing. I'm eager to see how they execute the "Mall Model."
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