Timo Boldt

I mean, yeah, that's the trouble though.

It's got all those ingredients in, hasn't it?

For me, it's binary, right?

Once I stop that crisp back, I'll eat it all.

And then I want another one.

And so it's easier in the first place to not start because I can't control it.

No, nor can I. So that's good advice.

I mean, is that a strategy or is that an observation or how do you see that shaping up going forwards?

So it is part of the strategy, but you got to be really careful.

If you just tell people this is super healthy food, you lose your mainstream appeal.

People still want to have a burger and they still want to have sausages and they still want to indulge.

And so we're not here to take away all the fun.

We still want to make the meals as tasty as possible.

But we want to do it in a way that's good for you.

And so over time, we're leveraging the personalization ability to make the meals better and better and better.

And so, for example, we just have taken X percent of salt out of the menu, but we've done it in a way that kind of retention didn't go down, frequency didn't go down.

And so you as a customer don't even know, but we're making the menu better and better and better.

Right.

And I understand you're using AI to help customize menus and that every menu is potentially different.

How are you doing that?