to do that. and four walls marketing promotions, incentive programs, contact between employees and customers when you promote these things aulie kwats to more business. you just mentioned incentive programs, bounceback incentive programs, is that incentive for you coming back? absolutely. i m going to give you something today that gets you back soon. a bounceback should get you back soon. maybe something to get you to bring people. we re talking about getting repeat customers. but they can also be the ones to recruit new ones for you. they can be your best of all. don t make them customers, make them ambassadors for your business. we do something called a guest card. your guest eats for free for the first visit to the restaurant. one quick thing. a lot of these incentives or promotions are money off. does it have to be? i mean the lobster fest is not. that s an event. that s correct. it doesn t have to be price. it shouldn t be price. it should be in a special event.