J.co donut..bagong fad?

[vinj]

I'm just wondering. A few weeks ago, I decided to buy J. Co donuts as my "toka" for our family dinner dessert if the branch i passed by in Eastwood would not have too long a line. When i went on a Sunday afternoon and noticed there was hardly any line (when i went in, there was maybe around 3-4 people ahead of us only, plus the people waiting inside/dining). I thought " hey great, that means we'll be out in a jiffy..."... lo and behold, we waited for around 20 minutes for our friggin number to be called.

Even Krispy Kreme during its heyday did not have such a waiting time... even with a long line. So, is there something wrong with the process of J.Co or am i missing something? Or possibly it's all part of the marketing ploy to make the line long to add to that "aura" of desirability? Just wondering...