The four judges/investors are wrong for this show
Part of the problem thus far for this show is the four judges/investors aren't really the target demographic to actually EAT at a Fast Casual Dining Restaurant. Sure, the show can remind us Steve Ells created Chipotle about a hundred times per episode, but the dude carries himself more like Niles Crane crossed with Tim Gunn than somebody that would actually be caught dead at a fast casual dining restaurant.
Then--and this has to be said even if it does sound a bit xenophobic--two of the judges aren't American (Nina and the Austrailian guy who I can't even remember his name) so how can they really tell us what the next great American chain would be? Do you think the blonde guy would like it if I were a judge on Austrailia's Next Top Restaurant? No. He'd tell me my head was up my ass and I'm ignorant. Nina looks like she's never set foot in the South so of course she doesn't really "get" a restaurant chain like Hicks.
The judges keep slamming contestants for "fatty" food or not being healthy enough...yet seem ignorant to the fact America is a hugely fat country that would be much more likely to actually eat at Hicks than The Tiffin Box (whatever the hell that is). The judges have picked restaurants like Wok, Completeat, The Tiffin Box, and several other "health" choices they will have to cut because people just aren't going to eat at these places...and yet they'll act shocked as to why. It's no surprise to somebody who's the actual target demo for these restaurants.