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Yes, Soup for You!

This story appears in the December 2013 issue of Entrepreneur. Subscribe »

Imagine if everyone in the U.S. had heard of a product and universally agreed it to be the best on the market, but only a fraction of consumers had actually tasted it. That's the situation The Original SoupMan has been in for the past two decades. But things are about to change.

Al Yeganeh started his soup shop in 1984 on 55th Street and 8th Avenue in Manhattan, creating a culinary superstorm when customers got a taste of his lobster bisque and mulligatawny. More than 10 years later, the local secret hit the world stage when TV's Seinfeld satirized Yeganeh and his strict ordering procedures in the classic "Soup Nazi" episode. Yeganeh and the "No soup for you!" catchphrase became cultural touchstones overnight.

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