Jack

caviar on that carnitas, Jack?

No.

That is not a good flavor combination, Nick.

Yeah, I know you.

You want the barbacoa made with A5 wagyu flown in from Japan, if I know you.

I thought it was barbacoa.

This is why we can't get into a love in Madison Park, Jack.

In the K-shaped economy, you have to pick a side.

So Yetis, this is wild.

We've got two case studies this week in two brands facing the same exact problem, but opposite decisions.

Pepsi saw a sales decline in lowered prices, Chipotle saw a sales decline and is raising prices.

So we know what you're wondering, like if your business is facing the same problem, which one is right?

Do you go with Pepsi or do you go like Chipotle?

The answer is yes.

Both Pepsi and Chipotle were right because it depends on

on your customer.

Pepsi aims for scale, mainstream, a wide audience, so they're following down the K-curve by lowering prices.

Chipotle's aim, on the other hand, is to go premium.

They're more Shake Shack than McDonald's, so they're following up the K-curve by raising prices.

Add it all up, Bessies, and in this economy, you probably have to cut prices or raise them, but either way, you have to pick a side.