The Five W's; Who, What, Why, When, and Where are questions whose answers are considered the basics in information-gathering for a news piece. That's Journalism 101.
Momentum? .... Ritas? .... I have no idea what or where they are or why Rita's is seasonal or when it closes or re-opens.
Perhaps the writer of this piece could attempt to apply the five W's concept to any future articles he may choose to author.
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