WOW~

This explains it all!! This can be the demise of most reatuarants, though.
Failure
Bill Knapp’s failed by destroying the very familiarity and comfort which its customers valued. They instituted a "That Was Then, This Is WOW" campaign, calculated to tell people that things had changed, which was the last thing they wanted. After a few years, they tried to reverse course by announcing that "The Tradition is Back", but it was too late.