One advantage and draw that Granite City has that others don't is their mug club and home brew. I'm a big fan of Granite City and it is one of my favorite places to go.
The $25 per club member is a nice bonus to an opening store and probably doesn't hurt their bottom line too much on return visits by the customer. Sure, customers are paying less for their mugs of beer, but since it is the house brew, which costs them less, I'm guessing they come out pretty well when its all said and done.
I bought an initial position a couple weeks ago after watching the stock for about 6 months. As I said earlier, big fan of the concept, hoping everyone else enjoys it as much as me so I can enjoy the stock as well!