So at some point you realize that your life is not just going to start one day in the future, that you're living it.
I trust that McDonald's can find a way to sell all-natural chicken without raising their prices; we did that at Shake Shack. It is more expensive, and we took a slight margin hit, but we did it. And if we can do it, I know that much bigger companies can.
The imagination is man's power over nature.
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