Article: Keeping its cool: how Matsumoto Shave Ice prevented a meltdown after more than half-a-century in business.(M. Matsumoto Store Inc.)

The sign at the front of the store reads "M. Matsumoto Grocery Store," but no one ever calls it that anymore. Customers know they're in the right place when they see the line coming out from the store to the gravel parking lot. On a typical Sunday afternoon, the parking lot contains about 15 vehicles, ranging from pickup trucks to family minivan, tourist convertibles to luxury-brand SUVs, and even a white stretch limo.

Inside, the shave ice counter sits at the end of a gauntlet that looks like a cross between a Crazy Shirts and an ABC store. T-shirts in various styles and designs are displayed on the left side, from camisole-type tanks to sweatshirts. Designs ...

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