every year we witness food fads from kale to kim chee and cupcakes. they are often industry driven. how does that happen? >> it often starts with the kernel of what you said, organic but gets taken up through marketing and sort of medias channels. everybody wants to capture a taste of that food trend because it represents tremendous dollars and tremendous potential in terms of the consumer food market. and so when they see that cupcakes are selling and become a popular thing big companies will pay specialty companies sort of these -- almost food trend think tanks. tremendous amounts of money to develop recipes for them, to develop prototypes and to look for what the next trend will be. so while we think it just happens to end up on the menu of tgi friday's because it sort of evolves that way there are people and companies that are bringing it there and taking those food trends, those fads and making them mainstream. >> so doren, you started sticky fingers which is a vegan restaurant and bakery 15 years ago. >> true. >> you started it as a niche business, and now 15 years later it ha