Imagine if you could decrease, again, this is not so much friction as it is, um, I'll say, like, emotional friction, uh, reduce that between the experience before you walk in the door and the experience when you have walked through the door.

Well, and I think that's, that's important.

I think, uh, part of what we need to look at, I think it's an, it's an important for owners as well as team members, uh, to take that guest journey, to look at it from all the way from the website to, uh, getting to the location, and walk through the entire guest experience.

Um, I know that, uh, owners do that a lot.

I don't know if, if, if owners and managers encourage their team members to do that, not only for their facilities, but also other facilities, so that you can say, "What do you like about our process? Where do you feel that there's friction? Uh, where do you have that..." I like, I call it the wow experience.

Where do you have that wow experience when you walk in the door? So as, as opposed to walking in the door and being confused and not knowing where to go, and do I go to the point of sale or the kiosk or there's no signage, maybe you have a person that greets you and welcomes you to the location and hel- and helps answer questions.

I think that's, that's an important way to look and analyze what works and what's, not just what you, what's important to you, but what's important to your guest based on kind of this whole w- what, what am I trying to, uh, present to customers.

So how can you, like, lead the guests to solve for the question marks that they're gonna have right away, right out of the gate when they walk in the door because those employees have thought about and report, have a reporting structure and process in place to report those frequent questions back up to the chain.