thinki thinking, but you're getting less. do you think we'll see more people following mcdonald's and just raising prices? >> we've heard starbucks raising prices. grossers know this is something that they'll have to seriously debate over in the 2011. goldman sachs analysts saying prices could go up 5%. so advice for consumer, here's the thing. we waste a lot of food. 40% of our food goes right in the trash. >> 40%? >> every year. so keep inventory of what you have. my mom and i, we use clear plastic storage labels and bins so that we know we stock up on the wheat, the rice, the flower, which actually is now a good time to buy because it's seasonal. get these supplies at your local supply store and keep this in check. when you're at the grocery store, buy products that are store brand as opposed to name brand. you'll save 50% that way.