reoccur every tuesday, wednesday, thursday, there s a predictab predictableabili predictableability. you know you like me on tuesday nights, somebody else might luke me on thursday nights. with that predictability and motivation, i can get more frequency. in the restaurant business, if i can increase visits by one visit a month, that s a 12% increase. that s big. not even just days but special week long things or month long things, right? absolutely. the busiest week is lobster fest. when you look at month long festivals, promotions, you can increase revenue by 30% in a month equate to 4 to 5% over a year. you re creating this excitement over something you probably would be doing anyhow. that s 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 that customers aren t one time. they re mu