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I like the graphical relationships and the inclusion of the red on the sign at the bottom. The trouble is, I want the story. For me, the heart and soul here are the three guys and the focus of the photo just doesn't do them justice. The graphics and signs seem to me like the support to something more significant but they're trying to horn in on the leading roles here. The photo feels inside out to me, like I want to be in but I keep focusing out.

As always, I thoroughly appreciate your feedback, from which I have learned so  much.  Perhaps the signage does dominate the frame, but in all honesty I don't think it results in the image's not having a story.

My wife I and walked toward Macy's in Herald Square from the Times Square area.  We encountered several food stands set up, including this one.  Apparently it was too early for lunch, because none of them had any customers.  

As I started to walk in front of this stand, I noticed the three people behind the counter having a conversation.  Perhaps the conversation concerned a particular menu item they wanted to push.  Or it concerned the Yankees' mediocre season.  Or . . . They seemed to totally ignore me, including when I brought my camera up to line up the shot.  So, to me, the story was the conversation - something ordinary, yet something quite human.