so i brought him to gelson's in los angeles, a huge grocery chain. want you to go through the store. and i want you to find mole, pan dulce, and tamales. adelo: oh, okay. lemonis: find your list. and what i want him to understand is what product categories are gonna give us our best chance for success, and which ones aren't. adelo: do you have any pan dulce? woman: pan dulce? adelmexicano. [ conversing in spanish ] do you have any, um, tamales, sir? no. lemonis: out of the three things that you were looking for, what did they have? adelo: nothing. but this is a gringo market. so maybe this particular market is not gonna cater to the hispanic community. lemonis: they have a lot of latino products here. i mean, look at all the salsa that's here. so is this typical of what a hispanic person would buy? adelo: yes. lemonis: okay. the fact that there's no pan dulce here doesn't necessarily make this a gringo market. what it means is that there's not a lot of people looking for it. but you know what a lot of folks are looking for? chips. if you look at this