If you can do something to get somebody excited - not everybody - but if you can be the best for somebody, then you can win.

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

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.

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

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.

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