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Different talking points with the customer. >> jon, if somebody is thinking of starting a restaurant right now, is there a resource that you send them to? >> there are a lot of resources. score is a great one, retired business executives who can be supportive, other restaurateurs can be extremely helpful. there's great chef consultants who can help you build menus, great bar consultants who can help you put together fantastic beverage programs. but you know, the key point is that -- and i think the guys would agree with me, when we looked at the piece on the triple concept, every restaurant th...

You send them to? >> there are a lot of resources. score as great one. retired business executives can be supportive. other restaurateurs. there's great chef consultants. great bar skuconsultants. the key point is when we looked at the piece on the triple concept, every restaurant that's successful really is typically known for something. she had one restaurant known for hamburgers, another restaurant known for chicken, another restaurant known for liquor. when you have an identity like that and you build it around a hamburger or fried chicken you better darn well have great chicken. typically...