Keep your eye on the just-reopened “Original SoupMan” in New York City. Its performance will show just how long and how far a celebrity chef’s brand can extend when that chef—Al Yeganeh, the “Soup Nazi” of Seinfeld fame—is no longer on site. Back in the day, his “No soup for you” shtick was as important as his soup’s quality. Is it enough to drive franchise sales today? Yeganeh’s storefront Soup Kitchen International had lines running down the block at its midtown Manhattan location well ...
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