Remember that it's not owned by the Shulas - it's a franchise. When the owners are no longer getting any mileage out of the Shula tag, you can bet they will be (probably already are) looking around for a new name. My complaint was that the food was mediocre, pricey, and the service really sucked. I poked around and found that these are the complaints across the country. If you eaten in the B'ham Shulas, search and look at some review of the one in NYC. It'll look familiar...