How granular are you in your approach to pricing? #scalingupbusiness

That is a very central thing that we teach folks, which is this idea that we've got to get ever more granular in our approach to pricing. The more one size fits all we are, the less money we make, because our decision making centers around those restaurant items that everybody's going to freak out about. Our decision making centers around the customers that are the most price sensitive. We tend to focus. It's back to that negativity bias, where we will get pain and problems is what drives our decision when we're one size fits all. And so the more granular we become, the more money we make. As I say, the riches are in the niches. So, you know, if these, if these five entrees are going to be where the most sensitivity is, then leave those alone. But then let's make the cheesecake 50 cents more.