SAN FRANCISCO COFFEE will not be a name in a thousand years, ever. Time and money went towards building such a brand would have been wasted because it is not a name to begin with. Calling your male child BOY or puppy DOGGIE or pet hare LABBIT may be cool. But you will never be able to make a franchise out of a name BOY should he becomes a soccer star. BOY who? You can never articulate a capitalized BOY , can you?
The article refer to SAN FRANCISCO COFFEE as SFC? It very wise even if it has no aspiration to be the coffee chain with great Fried Chicken.
It should consider a brand transition as soon as possible if it has any hope of signing up overseas franchisees.
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