A misplaced vowel
When I first encountered this restaurant in New York, I was excited. Look at how authentic the bronze plate fitted into the granite appears (sorry if it's sideways..). It had just the right tone. It was easy to imagine the meditation bells and the wholesome asian food.
Then I looked up and saw the banner and the name. It's all wrong. Franchia is not the right name for this place. Something was wrong. Are they trying too hard? Don't they get it? Why does it sound like a french-italian hybrid?
First impressions are everywhere, and they matter.