THE RETURN TO SUSTAINABLE LONG-TERM PROFITABILITY IS BUILT ON OUR  Strong Plan our  three- pronged  strategy 1. Optimize Real Estate 2. Reset Consumer Value Equation 3. Rationalize Expenses The passion and commitment of our  associates to our brand and business  was recognized for the 6th year in a row  as we were named to the 2014 FORTUNE  100 Best Companies to Work For ®  List. 5 2013 ANNUAL REPORT BUILD-A-BEAR WORKSHOP, INC. In 2013, we made significant strides on our stated  three-pronged strategy to return North American  retail to sustainable long-term profitable growth. New leadership in the CEO role was brought  in to improve results and to develop an  expanded strategic business model to drive  future growth. As we move forward, we will  evolve our current strategies to deliver our  broader objectives employing a consumer- centric, brand-focused, data-informed  business approach.  Recent research validated that our core  interactive, experiential retail concept was  just as relevant as when the company started  and as highlighted in the previous section the  Build-A-Bear brand is strong. We identified  the key aspects of our business that needed  to be fixed in order to return to profitability  with three areas of focus:  optimizing our real  estate, resetting the consumer value equation  and rationalizing our expenses.