My wife and I were traveling in Wisconsin having heard, but not ever eaten in a Red Robin. We were a little surprised at the prices, so we ordered two soft drinks and a couple of bowls a soup. The bill was $13.63. I shorted the stock today.
Good luck with your short. The world consistently allows companies with superior products to receive larger margins because people pay for quality. If you have limited financial means you may resent the price of the burgers. Those of us that can afford them think they are the best we have ever eaten. There are many of us, that is why the restaurants are generally packed.