A: The underlying deeper trend is a huge movement toward customization and personalization. And ultimately where this whole world of Panera 2.0 leads is to a world where we're able to deliver the experience you want. Today we operated under a one size fits all mentality — the menu board. Hey, I've got 50 items. But I've got 150 ingredients in my cafe. I can make thousands of different things. But I wait for you to customize it. I think we're going to continually enter a world of allowing us to address smaller and smaller niches (through mobile ordering), ultimately to niches of one.