This case was written with the support of a Case Writing Scholarship awarded by The Case Centre. The case traces the story of two sisters from Lebanon who cannot find good hummus in New York City. One of the sisters is Christine Assouad Sfeir, the first Dunkin’ Donuts franchisee in Lebanon, and the other is Carine Assouad, a graphics designer by training, who works as a strategy consultant. Frustrated with their disappointing experiences with Lebanese food in New York, they decide to open a chain of Lebanese quick-serve-restaurants in the United States. But is this an attractive industry? What is it that makes an industry attractive? Which industry are they getting themselves into in the first place? And, of course: Do they have what it takes to be successful, to gain a competitive advantage?