"The problem is not time or price, it's quality." When you make that assessment, you have to remember that you probably live in a bubble. You're probably in t

"The problem is not time or price, it's quality." When you make that assessment, you have to remember that you probably live in a bubble. You're probably in tech, and you probably make over 100k a year, or are pretty close. To you, a few extra dollars doesn't matter, so you want better quality. Since you're probably salaried, a few extra minutes doesn't matter either. Every time I go to a Chipotle on lunch, its easily 80-90 office workers. I think the problem is the economy is splitting really aggressively. The middle ground doesn't exist any more. Either you're relatively well off, or you're sharing shitty hours with a group of other minimum wage workers, and the idea of spending a few more dollars for lunch isn't an easy option. So to me the problem is, the only way to grow is to target the more wealthy individuals. Except they never have, so they don't have the mindset to do it, and their established brand is also working against them.