Large corporate entities are more untrusted than trusted. And they've earned that by the way they've done things.

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

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.

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

Behind discovery is delivery.

Large corporate entities are more untrusted than trusted. And they've earned that by the way they've done things.

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