We, The Pizza

I went to Spike Medelsohn's new pizza place for dinner last night with KC. It was really delicious, we just got the cheese pie. They also sell by the slice and have fun fountain drink options, as well as beer.

We just had one question. How is it a good business model to open a restaurant right next to one you already own? Wouldn't you be doubling your customer base if you opened in a different neighborhood? Especially if you have somewhat of a minor celebrity status? Seriously, if you have an answer, I'd like to hear it.