I suspect the issue is that the number of customers is dropping--thus the excessive marketing costs. $10 is a weak tipping point and then $20 is a strong tippi

I suspect the issue is that the number of customers is dropping--thus the excessive marketing costs. $10 is a weak tipping point and then $20 is a strong tipping point. If you cross $10, I'm going to ask if there is something I can substitute. For sweetgreen, the answer is likely that I can go hit the local grocery store and grab a prepackaged salad. If I'm just looking for non-junk calories for lunch, that's way more than sufficient. This is dangerous as the mindspace starts decreasing. If you cross $20, you had better be an actively good food experience. Otherwise, I'm looking for another place to eat or pre-preparing something myself. $20 buys a nice steak at the grocery store. Once you get me comparing your restaurant to a pound slab of ribeye, you've got a deep, deep problem.