Mr. Naddaff: We started about five years ago, after taking over an existing chain at that time that was called Low Fat No Fat - terrible name. It was one unit in a little town called Watertown, and it was built by three body builders that had a unique little spot in between three gyms. It was really quite fascinating to me, and I decided after watching it for three months that perhaps it might be a franchisable concept. What was unique about it was that on their menu, right up in front of everything was the nutritional values under each and every menu item, so that the customer knew in advance what they were ordering and what they were putting in their body. That was a good four and a half years ago, before the recent campaign of no trans fats began to hit the scene. Well, this company that I acquired had been trans fat-free for five years before I found it, so really for a total of nine years. You're now hearing a lot about menu labeling, a new movement where anyone that has 15 units has to do exactly what this company has been doing for a total of nine years, informing the consumer in advance what the calories were, what the fat content is, the protein, etc., so that people are informed. Now the unique part of all of this business is, yes, everybody is trying to get people to think about what they are putting in their body. People talk health, but they don't walk the talk. And most of the restaurants will tell you that since they've made some of these menu changes, the consumer is not that hip, there is a small segment of our society that really cares about what they put in their body on a daily basis. But who are they? They are the people that are the Celiacs, the gluten-free people, the vegans, I would say the Jenny Craigs, the Weight Watchers, certainly the gym rats, certainly the guys that run on a daily basis. But the truth of the matter is, we have discovered that if you take 100 people that you and I would know, and you ask them the question, "What is their version of healthy?" you will get 100 different answers because everybody has their own idea of what healthy means to them. Now try to put a menu together that would satisfy the needs of that mass of humanity. It will be almost impossible. We learned that early on, when I first started rolling out these concepts - because I tried to satisfy everybody, and you can't have a menu that is so broad that it becomes overwhelming if you can't nail things down in a way that you understand what you're putting across in terms of food cost, what it takes to put the food together. We had to go through this learning curve to understand that it can get too dangerous to try to satisfy the entire population. So the learning curve for us over the past four and a half years was to narrow down the total menu, get it to a point where we still attract what I would call the "healthy group." And as I say, there is a wide variety of those people. But believe it or not, 80% of the consumers that come to UFood are just plain people that want to have a better-tasting meal. And if it happens to be healthy, it's a benefit, not the prime reason. So we've gotten to that stage.
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