Originally Posted by RandyRandy

I agree saying you have a proprietary heating process is great marketing, BUT - they are sealing the doughnut, so that the ice cream doesn't come out the sides, like it does in a Belgium Waffle sandwich (or a cookie ice cream sandwich). It's probably more technique than machinery, but hats off to them. However they're doing it, they're doing it right.

The branding and design of the store rocks as well.