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"Guinness has a very niche market," Enda says.

At the same time, there’s a new niche market for containerless, “zero-waste,” grocery stores such as Re_Grocery in Los Angeles.

Outside of China, EVs are often pricey, aimed at a higher-income niche market.

A big name in this niche market is the California-based Curry Pizza House, which owns 23 branches in California, Texas and Nevada and is now expanding to Oregon and Washington.

But as Monday’s financial disclosure showed, that niche market might not be enough to put the company in the black.