Jack Crivici-Kramer

Yeah, Jack and I talk about tummy share all the time.

Like there are only a certain number of meals in the day.

That's why like Starbucks is like, hey, we got to get the afternoons, not just the morning.

So like you got to kind of not necessarily launch a new product, but launch a new time.

Mm-hmm.

That's it.

Well, Peter, first was the protein bar.

Then you went after seafood with the cod launch.

Now ice cream.

Jack and I are trying to follow the strategy here, right, Jack?

Yeah, genuine question.

You know, is ice cream a marketing gimmick or do you expect it to actually make money?

Because we assume your, you know, frozen codfish fillets was more of a marketing gimmick and not something you expected to turn the needle on your revenues.

Well, what fascinated us

Even more than the product itself was the launch strategy, which Jack and I call breadcrumbing.

Basically, you leaked a trail of hints and hoped that we would follow them over like six months like Hansel and Gretel.

If I could just review the evidence here.

First, we saw a delivery truck with a muscle-bound cow that looked like Donald Schwarzenegger.

That was leaked on, I don't know, Us Weekly.

Then we saw a reference to ice cream from a reporter who visited your New York City headquarters.