the first thing other than marty breen took down the mask signs. >> if you don't have one, you don't want to wear one, we're fine with that. >> reporter: he says if it gets crowded, he'll likely ask the staff for mask up. >> we're close up, down touching their feet. >> reporter: breen says requiring customers to continue to masking up is not worst the hassle. >> when the situation changed back in june, we probably will 10 or 12 customers within a week irate at us, screaming at our employ crease. they don't want to shop with us anymore, because we required the mask. >> other than -- >> we're excited to be taking off the masks officially today. but keep them handy, too. owner marsha harmon hopes less rules will draw in more customers. other that i ted counter leahy saying masking up is less about following the rules and making those around are feel comfortable. >> i do that out of respect for other people. >> reporter: owners say they adopt want the marketing mandate to end. that's why they're offering a 10% discount to customers who deep their masks on. schools, hospitals, public tran