Michael Osanloo
Management
It's a great question. So what I love about the last marketing campaign we just did in Dallas is we tapped into something that's really I think relevant in today's consumer. We use a lot of social media clips to influence our advertising campaign. So, if you're on Insta, TikTok, whatever your social media feed is, you would look at our advertising and say, man, this really, this is relevant to me, and, so, we sourced it that way. It worked really well. We're very happy with the results of it, and we will continue to pulse advertising like that in new markets. You know, when we go into, well, we're starting it up in Phoenix right now, but we're going to be smart, we're going to put a QR code in some of the TV and billboard advertising that links back to the Portillo's Perks program. So, I think we've gotten very contemporary in the way we market and talk about ourselves. We're linking it to our Portillo’s Perks program and trying to make sure that we've got people like really working in a beautiful virtuous cycle. They hear about us, they try us, they have a great experience, they sign up for loyalty, they have multiple ways of seeing us and signing up for loyalty and it creates that frequency that we want, and we've, I don't know if I've, I don't know if we shared this earlier, but look, we advertise in Dallas in Q1, we're in Phoenix in Q2, we're going back to Dallas in Q3, and so there will be a steady pulse of advertising in our newer markets to drive trial and awareness.
Chris O’Cull: Okay. And then I had a couple of questions around the new units. Michelle, is there any way you can help us understand the magnitude of the underperformance compared to your all's expectations for the units you mentioned? And then, Michael, I've noticed some of the new locations seem to be opening before the retail area around them open, such as Katy, Texas. Do you see that strategy as an issue opening up early?