There's no magic number that I can suggest, I'm simply saying that seeing "The Cheese Store of Beverly Hills" in almost every other sentence appears somewhat excessive. I'd avoid making up abbreviations like "CSBH" though, unless it's used by the business itself; a simple "they" or "the store" ought to suffice in most cases. I listed some of the details I'd expect to see in an article about a business above.  Fatuorum