A lot of what makes a successful brand is the ability to create an emotional relationship with the guests and that’s something that’s definitely built into everything we do. When you have a clearly defined mission like Freshii does, that’s easily understood and really well communicated, that gives our guests something to believe in as well.” We do think of our food as wholesome and nutritious. Obviously, I think it’s a 'sometimes food,' we were talking about that earlier. You shouldn’t be eating fried chicken every day, but when you do eat it, we feel pretty good about ours.