Stuck at the state line.

• Position: Eastern - Interview

Most of Mount Olive-based Andy's Burgers, Shakes & Fries Inc.'s franchised and company-owned restaurants are in eastern North Carolina. But seeing one that opened near Charlotte in December on track to bring in $13 million this year--nearly triple the take of the average Andy's--gave CEO Kenny Moore an appetite to expand outside the state. But his eyes have proved to be bigger than his stomach: Facing regulatory hurdles, plus trademark-infringement challenges to the chain's name, he had not signed an out-of-state franchisee by mid-August.

Why go outside North Carolina?

Charlotte was like a whole different world. It was three hours away from our power base in the east. But it's become the No. 1 store in the company. That showed me that our concept could go anywhere.

Can you use your name in other states?

We went from being Andy's to Checkers to Highway 55. But we're Andy's again.

How did that happen?

We got a pass from an attorney with the U.S. Patent and Trademark Office. We're in a 30-day window where other companies have a right to come against us. Keep that quiet. [Somebody in the Midwest challenged, which could take 90 days to resolve.]

Has that been the biggest hurdle?

The name has been the biggie. Historically, I opened stores in areas and clustered them so our name recognition preceded us. We've spent 20 years building this runway. Now we're ready to take...