In St. George, the restaurant battlefield along Boulevard proves the industry adage: one year to thrive or die. ROCTACO and Flake Pie Co., at 471 E. St. George Blvd., recently folded after a brief 19 months. Thirst’s soda shop venture, launched in July 2022, morphed into Wetzel’s Pretzels.

Turmeric Indian Grill exits St. George Boulevard after three years, relocating to Washington City. Larsen’s Frostop revival halted in July, showing little progress. California’s Crack Shack couldn't crack St. George, closing in under six months.

Despite the urban legend of 90%, research aligns with the National Restaurant Association's one-in-three failure rate within the first year. The "cursed" St. George Boulevard location sees ROCTACO and Crack Shack succumb, emphasizing the industry's tough reality.

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