Again, that's OvationUp.com forward slash S-H-A-W-N.

Yeah, my team distilled a few vendors and I believe one of them was Lunchbox.

Forgive me, I'm forgetting the other.

And then there is Incentivio.

And with Incentivio, A friend of mine named George, who owns about 20 to 30 restaurants here in New York, one of them more recently that he's growing, the Euro Project, a Greek brand, uses them and spoke highly of them.

And then Pura Vida, the brand based out of Miami, uses them.

Now, truth be told, if I was like, well, if it's good enough for peer review and their rigor and their process at their scale, let's see if it likely kind of passes a bit of a checklist there for me.

100%.

How do you face that? And like, what is that kind of unique model that you feel like you can bring with that experience of leadership and really developing humans within your business?

Well, first off, thank you for having me on.

And this answer is multifaceted, right? in being able to solve for that the restaurant a non-traditional environment so non-traditional environments airports stadiums and such it's a different it's the same customer but a different expectation if you think of the airport customer and studying their behaviors they likely behave much differently than they would in a traditional environment stress stress can be high maybe that Those parents have their three kids and managing them through an airport can be stressful.

I don't have kids today, but I can only imagine.

Yeah.

You've missed a flight.

The flight got canceled, right? It's just so unique.

Like, Bringing that radical honesty that you guys clearly have and that ability for people to grow within the culture, do you find it's easier to hire because people see that and say, hey, I want to be involved in that? Or is it still kind of like you're dealing with kind of a mass pile and then having to filter through it?

What was the first kind of, I guess, inspiration behind, behind Brasek?

My mom and my wife, who, who you know, Sophia, have said in-- at different times, "You can handle a lot of pain." And what I-- they mean by that is just doing a lot at one time, even when it feels like you're fighting a war on 13 fronts, and that's what it feels like.

But I, but I love it.

Uh, as much as I'm like, "Oh my goodness," my life as a consultant, speaker, and author was so simple.

Uh, not to discredit those professions at all, but, you know, the restaurant industry has a reputation for being difficult.

But, uh, truly, how it came to me, I was-- I shared a moment ago, I was looking for something different.

I wa- I had a criteria for what different meant.

We can't afford to pay people that much more than minimum wage and still turn a profit." Is there something you can say to challenge that notion?