Last Friday I had a craving for Humus. I decided to try Abu-Ahdm which is about 800 meters from my house. It is a Tel Aviv branch of the original location in Yasif village at the north of Israel.
Something seemed strange , as all the signs were gone, but the place was still operating and serving Humus. I suspected they lost the franchise and walked away to Humus Badunas , which is a franchise of the original location next to Check Point original headquarters in Ramat Gan.
It is a nice example of the power of the Brand. Not all Humus is created equal, the owner has to wake up at 4AM to get things done properly. The Pita has to be soft and warm. A good franchise monitors its franchisees , to make sure they are not destroying the brand.
The Humus was quite nice, by the way and checking at the web it does seem I was right regarding Abu Adhm in Ibn Gvirol.
And here is an interesting post(Hebrew) about Humus and Social resistance.