 Food is subjective and people are out there to support brands that they can stand behind, brands that they can associate with. It doesn't really matter about the product that you sell as much as the vibe and the feeling that you give to your customers. And the reason why I chose fast food to share with you is because this is the most saturated food item in the food marketplace. Now if you're still scared of opening up your own food concept because there's four other competition around the block, go take a step backwards and think about what voice are you going to have in this marketplace because food taste is not enough. What is that voice? What is it that you are standing up for? Because people buy from their emotions and we want to be able to tackle that.