John Fisher

When people say, what's your job?

My job is to bring pretzels to the people.

I even have a wristband on that says pretzels to the people.

It's like kind of our mantra, like...

Wherever there's people, there should be pretzels.

People don't get in their car and say, I'm going to go get a pretzel and I'm going to drive to the mall, walk 15 minutes in the parking lot, go in through, try to park in and get a pretzel and then come out, right?

They're going to go to the mall and happen to get a pretzel while they're there.

The business model is impulse-driven.

And so, you know, I'm capturing people at different places,

in different times within their route, or I'm even like exposing them to the thought and the smell of one place where then they see it a second time and they're like, ah, I can't resist.

Yes.

I escaped once, but not the second time.

I need one now.

Yeah, it's really unique.

I used to work for a pizza company, and it was a take-and-bake pizza company.

You didn't go there unless you planned on buying a pizza.

It was an ultimate destination purchase, right?

You don't just happen to walk around and buy a raw pizza, and you kind of know that you're going to go there, right?

So what's interesting is you have the ultimate destination type of concepts where you build a store, and if you put a store five miles away,

franchisees really mad because, hey, I have customers coming from over there and, you know, I'm going to lose 10, 20% of my sales.