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Natan Cohen leans against the sign outside "Habait Hateimani Haorginali" restaurant (1 Weizmann St, Beer Sheva). The image of that sign has long since gone viral. On it he had written years ago (in red letters of Hebrew) – in fairly crooked letters, with no logo or branding expert – the motto that he now reads out aloud: “Basad - The Original Yemenite House....