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.

Behind discovery is delivery.

I would suggest that gluten tends to be tied to carbs. And I try to balance my carbs and my proteins and my fats.

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 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.