They've been over-expanding at a rapid and reckless pace. The mochi donut concept works for cutesy food festivals and pop ups. But the general public will get tired of them quickly and the novelty will wear off, just like with past food fads in the city like Uncle Tetsu cheesecakes, iHalo Krunch ice cream, etc. Especially at the price of what they're selling them at. Signing a lease at Yorkdale may be a death knell for the franchise.
