 And I think you get there by creating a cult following, right? I mean, Chipotle scaled, Sweetgreen scaled, all of these businesses scaled because they first had a home base that had a cult following. Yours will look different than Chipotle's. But again, not to repeat myself, but I'd encourage you to really think about how do you deliver a service that is not tacos to your guests? You may serve tacos, but what's the service?