we brought in branding expert martin lindstrom to see if this business can be saved.close to 500 families rely on tony and mary. the only corner store in this area where violence and drugs put it into the center of a war zone. >> i remember a number of times where we didn't always have a lot of food. i didn't want people to have to go through the same things that i was going through. you know, if i could do something to change their life just for a little bit, i would do that. >> tony lawrence has been a part of this community since he was a child. 15 years ago, he promised his neighbors they would never go hungry. how much loss do you think you accept in any given month? just so that people can eat? >> i know, and it's not exact, 25%. >> reporter: but that's come at a high cost. that's i big number. >> it is. >> reporter: the store's condition not nearly as generous. floors unable to support the weight of proper storage needed for fresh fruit and vegetables. water damage, mold, falling tiles. overwhelmed by the challenges, branding expert martin lindstrom says tony,

martin lindstrom is the uyology."oute seen a shift paying for experiences rather than buying stuff. stable jobt a very market. as it improves and wage increases, will people revert back to buying stuff? is this a fundamental shift we will not return back? >> consumers have changed a lot erie it to things i am seeing is consumers are running on two tracks. one track is they want to have things they can buy cheap. the other thing is they want to buy experiences now. that is interesting. we have not seen the shift before. people will go online to buy cheap stuff and then go to retail stores to buy the experience. this is going to cause problem's for the amazons of the world. >> this is a critical condition. we so broke as a nation that all that matters is price and there might be retail dynamics but there is not a lot down below? it is an issue. the ceos are so afraid of being different. they are like cattle going down the same path. they are all competing on price. let's sell and experience. as soon as we have an experi

. >> martin lindstrom who we just saw in the piece is author of "buy-ology." ng on, martin. i say to get better you tro listen, listen, listen. >> yes. >> and so you are a tough-love guy, and so they made the change, and what changes did they make and what impact did it have? >> they wererified of losing the business and so they did nothi nothing. so we had to change the focus, and the focus is so concise that the everybody started to get the concept which is the turnaround tric trick. >> the biscuit loves food truck is spreading the love literally, and they are going to expand with the restaurant. do you think that they are moving too quickly or is this a good move? >> well, first of all, i'm so proud of what i am seeing amazing stuff, but they should not give up the food truck, because it is the heart of what they are standing for, so they need to sprinkle it across the restaurant and so that you will feel the spirit of the truck when you are in the restaurant. >> they are pursuing their dreams, though, so all of the best of it for that. >> yes. >> and do you