wednesday, it's a predictability. you know you like me on tuesday nights. somebody else might like me on thursday nights, but with that predictability and motivation, i can get more frequency. in the restaurant business, if i can increase business by one business a month, that's a 12% increase in revenue, jj, that's a lot of money. >> yes, that is significant. also not just doing it as days, but special week-long things or month-long things, right? >> absolutely. the busiest month of a sea food chain is lobster month. you can increase revenue by 30% in a month. >> you're creating all of this excitement around something that you probably would be doing anyhow. >> exactly right. excitement creates relevancy, it brings you to the top of the mind, and in my business, you want to have energy. >> it's not just restaurants and bars, you could do this with a clothing store. >> no question about it. people need to remember customers aren't one time, they