 don't compete with Chipotle doing what Chipotle does. Chipotle is going to out-Chipotle you 10 days out of 10, right? They've built the machine to do that. But when you go into a local restaurant, you expect to have a local feel there, whether that's local performers or musicians, local additions to the menu, or even a little local market there. These are just random examples of how do you make your store not feel like a competitor to the chain restaurant next door, but actually its own completely new thing.