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.

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.

Behind discovery is delivery.

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.

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