We understand and appreciate the LTO model and retail nature of the category. The question is, how do you stand out among the clutter? We face this challenge regularly working in QSR where we’re monitoring and optimizing campaigns for traffic and sales in real-time with Checkers & Rally’s. They have a great value story, but spend a fraction of their key competitors and have a smaller footprint, so we needed to find a different way to compete. The answer started with a deep understanding of their target who we dubbed Fast Foodies. ‘Fast Foodie’ was embraced at every level by the entire system: from the tone and voice of the communications, to on-lot and to every bag and cup they print. It also influenced their go-to-market plan using a rich mix of video, social and content programs which have resulted in cultural resonance (which they’d never had), franchisee satisfaction and growth.