 What is the environment they're walking into? Why are they coming there? And if the answer is because your tacos are better, I don't think that's a long-term sustainable differentiation from Chipotle. Not to say yours aren't delicious, but it's tenuous if they're 100 feet away. But how do you create something that's more, that's emotional, that's cathartic for people? That's the beauty of local small businesses.