John Mackey

Mm-hmm.

Companies like Erewhon come along.

Right.

So new entrepreneurs come up who aren't, it's like Whole Foods disrupted the supermarket industry.

You could argue Erewhon's disrupting Whole Foods, at least in LA.

I would argue that Erewhon's business model may not translate, it translates to New York, but I don't know if it translates maybe to the Bay Area, but it wouldn't translate everywhere.

Where are they charging for that now?

Well, it's not that much different from going to like a high-end restaurant, right?

Right, right, right.

You're going to pay more, but you're paying more for atmosphere, for service, for...

Well, again, I'm not going to throw down a near one.

They're doing something right there.

They're obviously very successful, and I'm very happy for them.

Sure.

Also, in L.A., probably because of the Hollywood culture that sort of—

People want to be in the coolest, hippest places.

True.

And Erwan has got that niche now.

That's why you say it kind of like the new Whole Foods.

Yes.