Valentino, to me, gambled a bit here. Yes, there is Riverside and Avondale to pull from, and a growing Murray Hill, but the Pantry is a staple in the rich southside WASP community. Once the luster wears off of a few months, I wonder if this pantry can sustain itself. In the meantime, the best thing he can do is add more to the area. Maple street has a simple product, but they have a lot of locations, which helps them in brand recognition.
We shall see if the gamble pays off.