Ron Shaich

Like if it works in New York?

No, it's the funniest thing.

People come from Europe all the time.

They all go to New York.

It's the worst market because it's not the rest of the country.

It's not representative.

I'll tell you a quick story and we'll go back to the Act III thing.

One of the first discussions I remember having with Brett Schulman, our CEO down at Kava, I said to him, Brett, you and the Sweetgreen guys, you all went out, you started in DC and then you went out to LA as your second market.

I said, here's the deal.

I said, what really matters is not how you do in LA, in Malibu, in West Hollywood.

What matters is how you do in Fredericksburg, Virginia.

You make it in Fredericksburg, Virginia.

You do two to three million a unit.

I'll show you a thousand locations in America.

That's the key.

And I will tell you that if you're building a business of mass scale, it isn't New York City that matters.

It isn't L.A.

that matters.

It's everything in between.

And can you offer people something of quality and substance?