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In 2001, Chick-fil-A was worth $1 billion. Chick-fil-A was worth $1 billion. They were growing really well. They were independently owned, but they had a problem. They were getting on McDonald's and Yum Brands, they were getting McDonald's, gonna buy, gonna crush. But now they're our lunch, them. Said, "Unstoppable? How do we become indestructible?" Was, was they hired the Ritz-Carlton in 2001, in 2001 because they, "You know what the future innovators? The, the first hospitality experience, a QSR." That means when a family comes in, two parents, their three kids, and they're just freaking exhausted, they have a into where you're gonna be treated with respect, consistency, hospitality. You're be taken care of. You never have to a bad experience. And everyone said, "First of all, the number, the number one hospitality icon in the world, fast food, fast food fried chicken. Each, I mean, a nice restaurant. The, uh, the Mastro's or the, or the Morton's, shooting, shooting for Ritz-Carlton?" Innovators, we, there's, there's things we can adapt, our QSR, our QSR model from them. Why would we shoot lower? We wanna be the best. They're the best." They're the best." So you fast-forward to 25, to 25 years later, and they're worth $25 billion. Theoretically, a billion, a billion dollars of revenue every single year. That doesn't tell you the full story because last year Chick-fil-A did 25 billion and KFC did 34. KFC's not okay. Because it took Chick-fil-A one-tenth the, so per unit, they're absolutely crushing, crushing KFC. They're crushing, they're in a, it's, it's not even a competition. And one other thing, they're closed on Sundays. They're doing it four days less every, which means they're doing it with their hands tied behind their. Why? Why is Chick-fil-A having success? They're still family-owned, by the way. The only reason they outperform KFC and the only why they're not the number one restaurant in the world, which McDonald's is because of numbers, volume. As soon as Chick-fil-A scales, as they're scaling, of time before McDonald's restaurant, one restaurant the world, decades, and for the time ever, that's a threat to McDonald's, conglomerate, from a family-owned conglomerate, from a family-owned business. Why? Has they have, time in business, and they're visionaries. They're sticking to. They know what. They have the blueprint.