 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.