Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.

What is clear is that consumers know a calorie isn't a calorie. There are good fats and bad fats and good proteins and bad ones.

Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.

I often think of myself as the discoverer-in-chief.

People have been oversold, over-branded, overhyped, over-promised. And they basically trust a small local operator more than they trust the big corporate entity.

People really do want simpler, cleaner food, but this isn't about marketing, it's about delivering.

Delivery is about being more efficient, it's about numbers, and it's about extracting costs.