Not every restaurant listening to the podcast has the leverage that you have, but how are you maintaining, if not growing your margins while continuing to provide value to the guests for the money they're spending?

It's a good question.

I think the, you get a couple of things.

First of all, I think the key word out there today that we continue to hear is value.

You just used it in the question and value is not, I think sometimes it gets lost that it's about price and winning, winning based on price.

I think value is a more complicated equation.

Call it.

But what does that mean to you, staying relevant? And how are you addressing it?

What does that afford you the ability to do as a leader?

Wow, yeah.

That's a loaded question.

I, um, you know, I think first of all, I'm blessed to work in an industry where we get paid to put smiles on people's faces every day.

Um, and I've this, I've been in this industry since I'm 14 years old.

I started at McDonald's and never looked back, and it, I knew that it was always what I wanted to be involved in.

Um, you know, and from the perspective of Firebirds, I started as a GM in 2003 at Firebirds number three.

Can you talk a little bit about that, how it plays into sort of building some loyalty for Firebirds?