As franchise brands mature, they face a series of challenges that can either push the brand higher and to the next level, or sow the seeds for ultimate destruction. For many during the mid-twentieth century, Howard Johnson’s, with its unmistakable orange roof and twentyeight flavors of ice cream, was a country-wide landmark. “Having withstood a depression, a World War, and gasoline shortages in the 70s, the chain must have done something right.” The once iconic brand now has all but disappeared....

Originally published in ABA's Franchise Law Journal Vol. 41, No. 3 - Winter 2022.