| 
           Geographic information (Details) (USD $) 
         | 
        3 Months Ended | ||
|---|---|---|---|
| 
           Mar. 31, 2014 
         | 
        
           Mar. 31, 2013 
         | 
        
           Dec. 31, 2013 
         | 
      |
| Revenues from External Customers and Long-Lived Assets [Line Items] | |||
| Revenues - owned units | $ 8,153,892 | $ 9,386,763 | |
| Management, incentive and royalty fee revenue | 2,119,028 | 1,595,218 | |
| 
           United States [Member] 
         | 
        |||
| Revenues from External Customers and Long-Lived Assets [Line Items] | |||
| Revenues - owned units | 8,153,892 | 9,348,382 | |
| Management, incentive and royalty fee revenue | 1,658,578 | 1,262,267 | |
| Net assets (liabilities) | 6,290,470 | 7,572,058 | |
| 
           Foreign [Member] 
         | 
        |||
| Revenues from External Customers and Long-Lived Assets [Line Items] | |||
| Revenues - owned units | |||
| Management, incentive and royalty fee revenue | 460,450 | 332,951 | |
| Net assets (liabilities) | $ 890,464 | $ 654,579 | |
| X | ||||||||||
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- Definition 
          The net of assets and liabilities. Reference 1: http://www.xbrl.org/2003/role/presentationRef 
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| X | ||||||||||
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- Details 
          
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| X | ||||||||||
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- Definition 
          Aggregate revenue during the period from the sale of goods in the normal course of business, after deducting returns, allowances and discounts. Reference 1: http://www.xbrl.org/2003/role/presentationRef 
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| X | ||||||||||
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- Definition 
          Aggregate revenue during the period from services rendered in the normal course of business, after deducting allowances and discounts. Reference 1: http://www.xbrl.org/2003/role/presentationRef 
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