Market cap should reach 5-6 billion from its' present level of 800 million. This translates into a stock price of 406 if earnings remain flat. If earnings grow at the modest 25% projected clip, stock price will reach 700. There are only a handful of franchises available in the US. Investors throughout the world are lining up to make the KREM an essential part of the human diet. Have you tried their coffee, a hidden asset for sure. . This liquid goes down like silk, richly flavored without the nasty bite of a Starbucks. Your P/E concerns are way off target, P/E is only a measure of investor confidence, and confidence is expanding. Go short AMZN, it has a negative P/E and a declining market cap.