Humour and share chat are a welcome mix!
Sounds like you've done your homework and thought it through. Who would you say their main competitors are? From the PoV of a customer, whenever i've used their stores, they seem like a solid operation. As you imply, perhaps their main strength is how lean and efficient their supply chain is.
Oddly their main competitors are, imo, boots (meal deal), subway and the big supermarkets. I think the Starbucks of this world are more premium - a family of 4 would be, what...£20?
With that said, I don't see these as direct competition. If you just want a quick snack, what better than a little pizza slice or pasty for a couple of quid? Add a coffee for a quid and you've a nice lunch.
I think one of their strengths is their marketing. Their social media game is on point, and you'll have seen the frenzy over the vegan rolls!
I really do think the road ahead is bumpy and results won't be pretty. But I'd say they're priced in to an extent - it'll not surprise people that they've sold nothing!
I've traded it a little and been lucky, but my lth position will be added to over time. See potential 20-30% upside to current prices and possibly in short order.