Is Wurstkuche’s concept clear-cut or ambiguous?

Wurstkuche is the purveyor of exotic grilled sausages in downtown Los Angeles and Venice Beach, California. The company was started in November 2008 by Joseph Pitruzzelli and Tyler Wilson, two cousins with big ambitions and no previous restaurant operational experience. Before the formation of Wurstkuche, Pitruzzelli worked at an industrial design firm in San Francisco that specialized in designing bars, restaurants, and night clubs. Meanwhile, Wilson was an undergraduate student at the University of Southern California studying business management. Although they had never worked in restaurants before, they felt that they had the right combination of knowledge and experience to be successful in the restaurant business.