ingredients moving forward. >> this is good marketing. in the restaurant business you are providing food. you give your customers what they demand. there is no question there's been a shift toward natural, healthy, organic. use those words, adjust your ingredients and your product to meet that marketing demand and i think you are on to a winner. i think this is a smart marketing move. >> it's so funny because america keeps getting fatter. i hate to say it but it's true. i listen to my young kids 10 and 11 and they are talking about what you just said. they are being educated in society about healthy and fresh. they don't want to go to some fast food places any more if they don't think it will be healthy. is the message just as important as the menu? >> yes, it is. it's all about the message because it is all about marketing. pepsi recently removed aspartame