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Bowled Over

Business is booming for these entrepreneurs, and they're not worried about the competition.

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This story appears in the November 2006 issue of Entrepreneur. Subscribe »

When we profiled entrepreneurs David Roth, 44, and Rick Bacher, 38, in our March 2005 issue, their innovative concept, Cereality, was as fresh as the milk they served. Fast-forward to the pres-ent, and several businesses are dishing out cereal in a similar cafe fashion, including Bowls: A Cereal Joint, The Cereal Bowl and Cerealicious.

Like Cereality, all three competitors sprouted up on or near college campuses. Bowls opened near the University of Florida in Gainesville in 2005 before relocating to North Carolina State in Raleigh. Bowls founder Rocco Monteleone, who says he has never been to a Cereality location, offers croissants, salads and sandwiches in addition to cereal and has created more of a "hangout" feel to his space, which he shares with a hamburger restaurant. Monteleone, 39, projects 2007 sales of $50,000 and is focusing on making the first location a success before planning any expansion.

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