Gross margin, sure. When you isolate food or beverage cost, it looks all rosy. Then you take out your overhead (rent, insurance, depreciation, utilities, payrol

Gross margin, sure. When you isolate food or beverage cost, it looks all rosy. Then you take out your overhead (rent, insurance, depreciation, utilities, payroll, cut to investors) and that margin slims down faster than a meth head.