A new franchise of the New York Burger Company is opening next week at the corner of 23rd Street and 10th Avenue in New York. The New York Times reports that no fewer than four restaurants have tried and failed to make a go of it in that location in the past 12 years, leaving New York Burger Co. franchisee Jonathan Moldovan wondering what he can do to end that pattern. His solution?

On Monday, ministers and holy men from the Catholic, Jewish, Buddhist and Episcopalian faiths visited the restaurant to bless the fledgling restaurant and "cleanse [it of] any lurking evil." A private Native American ceremony was also scheduled.

“This is the first time I blessed hamburger,” said the Rev. Ed Sombilon of Holy Trinity Roman Catholic Church in Fort Lee, N.J.