Latest / The Weekly Run / Built on a Bagel | #15

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Built on a Bagel | #15 · The Weekly Run

• Jeff Perera: Welcome to the Weekly Run, I'm Jeff. ⁓ this week we're gonna explore what's hot at Jeff's Bagel Run. How you doing, Aaron? ⁓ hot? ⁓ hot today? Well, ⁓ ready for what's hot? ⁓ bagel boom is hot. ⁓ is ⁓ fire, Aaron. Aaron: And I'm Aaron. What is hot? I'm doing great. I want to know what's hot today. I'm ready. I didn't even know there was a bagel boom going on. I know what we're doing, but I didn't know this was a thing. You gotta tell me more. Tell me and the listeners what a bagel boom is. Jeff Perera: It's a thing and... So first let me give a little history, okay? So ⁓ probably the 1960s, yes, I'm going back to the 1900s, but ⁓ back in the 1960s, ⁓ bagels were not really readily available. They were primarily a ⁓ bakery type item. ⁓ And ⁓ distribution to grocery stores began. ⁓ have ⁓ lenders you've got... Thomas's bagels, so, I don't know, like, Brad Isle bagels, right? Yeah. Aaron: I was gonna say, it's like Bread Isle stuff. Like just straight to the grocery store, sits next to your Wonder Bread. Jeff Perera: Correct. So bagels sort of become more of a household product at that point. If you fast forward to 1990s, maybe the late 80s, you have this first push of businesses coming into the market that are businesses you've heard of. Brugger's Bagels, Manhattan Bagel. ⁓ You have Einstein and Noah's joining the party. And I think that's like the second wave. And this is where the bagel business is trying to replicate what those neighborhood shops had been doing with. Yeah, correct. Correct. Exactly. You've got the expansion of these businesses all over. Aaron: More of a cafe experience versus the grocery store. Like this is a stock item, okay. Jeff Perera: So ⁓ ⁓ all know how that has worked out, right? ⁓ ⁓ they don't operate lot stores anymore. ⁓ Aaron: Well, and it's interesting too, because it seems like their menu selection has very noticeably evolved and kind of diversified into, I know for like Einstein's as an example, obviously they lean very heavily into breakfast sandwiches, which they kind of always did, but they do that, but then they have a whole lunch menu, we're basically just treating bagels as sandwich bread. And just it seems and I feel like over the last four or five years, six years, that's really gotten like there are many years have been huge. Jeff Perera: there's been some ups and right? I Einstein's had a bankruptcy filing ⁓ in the early ⁓ 2000s. There's multiple ownership changes. And ⁓ I think there was some over ⁓ quality of certain products, ⁓ specifically the ⁓ I think ⁓ as they moved more of commissary ⁓ frozen ⁓ distributed product. ⁓ That's then Aaron: But that's a pretty common model for sort of this wave too that you're saying, right? Cause I know that like, I believe Panera does a very similar model. know, sort of the large bakery model tends to be commissary, some par baking and stuff like that. Jeff Perera: 100 % and and A lot of that frozen product baking is taking place because they're trying to drive consistency. That's the stated goal. Stated goal is to drive consistency. I think there's been plenty of documented conversations around that with these business leaders. But what think what happens is you end up eroding a little bit of quality in those products. Aaron: Yeah, at scale, which they did fast. Yeah. Jeff Perera: that sort of leads us into next wave of a bagel boom. It's kind been happening ⁓ since, ⁓ since we started, you I ⁓ maybe it was a COVID ⁓ era ⁓ boom. a few ⁓ bagel businesses out there have started. And some that have shown back up as a resurgent brand in the marketplace as we move into, now. 2019, 2020 and beyond, obviously Jeff's Big Run started 2019 in my home kitchen. And we, we've moved through this process in a way where we think scratch is scalable. And we believe that through great processes and great quality product. we'll be able to grow our business We're scaling in a different way. And so it's interesting. Aaron: Yeah, what's interesting about that too is I think a bit of it's a mindset shift in just the way, just the marketplace, right? And you think about what consumers, and we know this from our own customers and sort of how we're approaching the market is, I think it was a general attitude like, don't to wait even if product suffers. And I feel like culturally ⁓ I think that want things, they're willing to wait a little bit. Not to say they have to wait or that certainly we don't try to make them wait, but the mentality has shifted to say, I'd rather have a handmade product than I would something that was designed systematically to be fast. And so yeah that's great. You you bake them in-house, they're made, they're fresh. ⁓ ⁓ something that think really resonating with customers and so the whole, it really kind of de-incentivizes that other model. Jeff Perera: Yes I think it puts an emphasis on meeting customers where they're at. I think to your point, that ⁓ value ⁓ in ⁓ last was about speed and efficiency. ⁓ that ⁓ and for sure, consistency, repeatability. ⁓ And because maybe there wasn't the tools and resources available ⁓ to Like we've been scaling ⁓ in scratch way. Aaron: And consistency, like you said, repeatability. Jeff Perera: there's a lot more tools and resources. We've got ⁓ more available to us to help us with planning and prep. We've got more ⁓ physical to do work. there's a lot of things that are different ⁓ than there was ⁓ the 1990s, you ⁓ It was a time ago, Aaron. ⁓ Just yesterday, just ⁓ I was a then. Aaron: Well, it now is yesterday. It was yesterday. ⁓ my god. Jeff Perera: ⁓ high school. Aaron: I know, right. and I with you, I think it's, ⁓ it's definitely things have changed. I think it's probably the combination of that, right? The fact that ⁓ the, ⁓ the consumer interests changed, think in some ways, they could have done it differently back then. ⁓ But that's not how we did things. Everything in that time period was mass efficiency and scale. And there's just the way we built things. that's what I kind of found with this is... Jeff Perera: Yeah. Aaron: You you would think, and I imagine this is probably a lot of what you and Danielle encounter when you kind of first start, it's like, ⁓ my goodness, are we really gonna do this? Like, nobody does this, are we really gonna do this? And then you start doing it, you're like, this isn't that hard, actually. Now, scaling it requires systems and all that to make it repeatable across franchises, but like, running this operation, scratch made in store, it's not materially harder. than doing it the other way. It's a different set of problems. but like, I want somebody that's gonna make work with dough, understand it, understand the craft of this food item. ⁓ And it just sort of shifts the focus, but I don't think in total ⁓ it's any harder, it's just different. ⁓ Jeff Perera: agree, that's really well ⁓ The things that valuable then ⁓ to consumers, to ⁓ are different than things that are valuable to consumers and businesses today. ⁓ And that ⁓ that something has to change, All of this sort of stems from this story that was ⁓ written recently in the New York Times. I think it's interesting to talk about this because we got a bit of a mention in there. I mean, which is like a big deal. It's a pretty big deal to have been asked to be a part of a story about ⁓ business growing in era this period of time of bagels. Aaron: Which is cool. I mean... Jeff Perera: And the New York Times is, you know, one of the biggest publications out there. So it feels good to be in the conversation. Aaron: And worth noting, what I found cool about it is it's not a food review. This wasn't like a restaurant review sort of article. It was actually talking about kind of what you're talking about, which is this current excitement and sort of just this wave, this third wave, as you're saying, of sort of bagels. So it's kind of a business article, which I thought was cool and interesting. Jeff Perera: It really was. It was a No, it was great. It was really nice to talk about the business in a way that wasn't specifically about the food. And one of the things that I thought was super interesting in the conversation I was having with the reporter was what we're doing is unique. she told me as much that ⁓ no else is doing this. scratch made ⁓ every shop every day. I think that's a huge differentiator ⁓ ⁓ think it's also scalable because ⁓ I think the ⁓ conventional ⁓ wisdom really is that you can't ⁓ a profitable business ⁓ selling $2 and spreads ⁓ way doing it, ⁓ but we are. Aaron: I think that's a seeing is believing sort of thing. That's why I always like when we get to meet prospective franchisees that come in store and they sort of see it all. you can always, like even if they've heard it before, you can see that they see the end-to-end process. They see the dough production. They see the spreads made in shop. And you can kind of just see them and like, wow, you really did. Jeff Perera: Uh-huh. Aaron: You weren't lying, you really do it all here. And they see the lack of a freezer and they don't see the big truck pull up with the next day's rack of bagels to be thrown in the freezer and to bake the next day or the shrink wrap spreads that get broken open and then put into the display for serving. They don't see any of that stuff. They see people making it. Jeff Perera: Yeah. Aaron: It's a mini home kitchen. You're visiting this little cafe that is home kitchen style. ⁓ Somebody's in the back making bagels. It fresh today. They'll be fresh tomorrow. ⁓ And that's kind of a great feel. ⁓ it works. ⁓ Maybe I wouldn't believe if I skeptical of it first before seeing it, but like I see it every day. It ⁓ works. It's not hard. Jeff Perera: ⁓ huh. think it really connects to that consumer sentiment people are, I we're different. ⁓ And ⁓ think ⁓ as species ⁓ changed little bit during the ⁓ period of when we were ⁓ kind of had at home orders and travel around the world stopped and ⁓ global business came a halt. And ⁓ we all sort took an inventory a little differently and we're like, ⁓ What's important to us? I ⁓ a of people have said, what's important to me is I'm gonna ⁓ eat from place that produces food locally. I'm going to ⁓ do this because it makes me feel good versus ⁓ doing that ⁓ I think that shift place ⁓ and ⁓ may be as quantifiable ⁓ as ⁓ other that are out there, like ⁓ a market or a ⁓ specific trend, but ⁓ ⁓ Aaron: Yeah. Jeff Perera: I think it's there. I really do, I think it's there. Aaron: What do you think this third wave is gonna entail? Now you have to put your big old prediction hat on. It's happening, there's some other players in our space, it's not just us making up this stuff over in the corner. Jeff Perera: Yeah. Aaron: what does this play out? What you think this like? Jeff Perera: What I think is really gonna be interesting is the bagel is showing up almost as a platform. And so we are able to build a brand around bagel. Bagel's a commodity item. Aaron: Okay, what do you mean by that? Jeff Perera: But as a platform to launch this brand and to share how we feel about our guests by bringing joy and building community around them, it gives us an opportunity to do something that's a little bit different than what that second wave of bakeries did. And this is honestly, I think, what some of our contemporaries are doing. They're working alongside and they're using that bagel as a platform to... Aaron: Yeah. Jeff Perera: deliver something that they believe in. And when I think of some of the brands at play, some of them are bringing a lot of fun and energy into the breakfast space. Literally like DJs and dance parties in their shops. I think there's some that are bringing nostalgia back in a way that's really meaningful to people. Brands that were popular in the 70s have been reignited. and are trying to push their story forward. And I think that is more about the bagel being a platform for that storytelling than it is about the bagel being something that we weren't going to eat anyway. Aaron: think that's interesting that you say that in the point you make because I think of my own consumerism and just how I like to shop where I like to spend my money lean towards ⁓ a brand or an experience that I like, even if it's small. I'm grabbing and I'm going. But I just like that experience. I like the way the place makes me feel. I like the food. like. all things equal, I will lean that way. And I'll sort of like have that discerning ⁓ choice of picking a brand, picking an experience that kind of does that, which is so small. I don't even know that it's something that you really, key into, but you do it subconsciously almost. Jeff Perera: So there's two examples I'll give you real quick and I don't know if this will even make sense to anybody who's out there, but last week we had the Masters Tournament and there is a small high-end golf apparel brand called Malbun, M-A-L-B-O-N. You ever heard of them? Have you ever heard of like TaylorBade, Callaway? Yeah, you know those brands, right? Those you heard of, right? Malbun you've not heard of. Malbun hosted a... Aaron: Now. Yes, those I have heard about. Jeff Perera: house in Augusta and they said, come check out our brand, come hang out. Very much the way like a street wear brand or a sportswear brand would do, they had their athletes, their golfers were there. They had a couple of hosted dinners. You could come in and you could look at merchandise, you could buy stuff. And a few of their athletes that were playing in the tournament wore the clothes. And they created this moment. around the masters that was like, this isn't about something that's not accessible. We want you to come. Here's an open house. Come check out who we are. If you're excited or down with the way we do things, this isn't about golf. This is about us creating this community, right? They almost are using golf as a platform to talk about the way they like things, right? So Malbun's an example. If you're wondering what I'm talking about, I promise you just search. Aaron: Yeah. Yeah. Jeff Perera: Malben House Augusta on any of your social platforms and you will find tons of content around it. It's very cool. The other thing that happened last week that I think was really neat was we had the first weekend of Coachella. And I don't know if you know this or not, Aaron, but Justin Bieber performed for the first time. Aaron: He didn't though. I read about this. Jeff Perera: But he did. He didn't, but he did. And so what's interesting about Biebs, and I'm a Belieber, so I'm, sorry, sorry. I'm gonna jam it in there. But, j, ha. Aaron: you Oh man, how many references are you gonna cram into this little three minute moment? Man, I've learned some things about you, Jeff. I'm not sure if I'm ready for it. Jeff Perera: Justin Bieber performed for the first time in I don't know how many years. If you're not up to speed on kind of what's going on in Justin's life, he sold his entire catalog. And if he performs songs from his catalog, he has to pay the other royalties, right? Or whatever, on those songs. But if it's public domain, He doesn't have to. So he went to Coachella and he sat on stage with his laptop and he went back and he played some of his old YouTube videos and had like a sing-along with all of his fans. And in that moment, he wasn't the product, he was the platform. And he delivered on this experience for people who love Justin Bieber and love live music and... Aaron: Interesting. Jeff Perera: if you counter ⁓ that like ⁓ what Carpenter did at the same weekend, ⁓ full show, ⁓ dancing, lights, the like, ⁓ pyrotechnics, the whole Different experience, ⁓ different person. But I think he, Malden and Justin Bieber ⁓ are the bagel. Aaron: So in that, extrapolating that a little bit, because that's interesting, I hadn't really thought of that. ⁓ But I would expect nothing less than this level of bagel philosophy from you, Jeff. I feel like this is what happens in your mind every day, all day. we're just getting a peek. We're just getting a little ⁓ keyhole glimpse into the madness that's going on in there. ⁓ Jeff Perera: Ha tiny little peak. Aaron: But I guess a parallel that comes to mind as you sort of walk through that is thinking about sort of us and the way that we approach things. Again, if you're kind of thinking the bagel is that vehicle, I think that's maybe why we've had so much fun with Bagel of the Day, the flavor profiles, the spreads get crazy. I mean, I will say our marketing team and our menu and restaurant team, like, I've never seen more LTOs come out of a single year. Like we literally do LTOs like a multinational. It's crazy. But like it's because we have all this space to enjoy and be like, here's who we are. We like these things. We do these things. We like these flavors. We like these events. We put so much time into something like Bagel Madness for nothing other than we think it's fun. So I see what you're saying now as far as like, we're building on. ⁓ The experience is so much more than this sort of commodity item of a plain bagel. Jeff Perera: Yes, The bagel the platform that we've built on ⁓ and it beyond that bagel. The experience in the store, the experience that you have ⁓ engaging in madness or the app or, know, the bagel of the day is an everyday LTO. Aaron: It's true. That we actively curate and rotate. Jeff Perera: I do not, and these are different LTO. There's a lot of QSR brands that have some type of limited time offer happening every day in their stores, 365, but a lot of times it's like the same item for like a three month run, right? We have a different curated LTO every day in our shop. Kind of unheard of. Aaron: It's wild. Jeff Perera: It's also, an incredible pain point for my wife because, I still got to work out June and it's April 15th. I know. I am cutting it close. I'm cutting it so close. Aaron: ⁓ man, this is as close. You say that though. I mean, you say that though and I laugh because I remember the early days when that thing came out. I mean, it was advanced. Notice if it was two weeks ahead of, I mean. I've seen some bagel calendars drop on Friday for Sunday. Now granted, three stores in which we owned all of them, easy. It's just crazy to think being three months in advance ⁓ is like, you're within the quarter on now. Jeff Perera: Yeah, differently, yeah. I'm... I know, so June is like half-baked, pun intended, but I'm probably gonna finish June and then I'm gonna skip and I'm gonna work backwards now for the rest of the year from like December into July. We have a holiday photo shoot coming up in two weeks. We're already got the holiday LTO prepped, so. Aaron: as it should be. Wait a second, where are we doing this photo shoot? Because last time that you had like media craze around new bagels, I get to sit there and just get the cast-offs of like hundred bagels, so it was pretty good. So just you let me know where I need to like hover. Excellent. I'll make sure that'll be an office day for me. Jeff Perera: Okay. Yeah, yeah, it's at the... Pretty sure it's at the office. I can check my calendar. I'll let you know. I'll let you know. Yeah, office day for you. Anyway, I... I'm glad we got to have a little conversation. I gave you a little peek behind the curtain of what goes on in my brain. But the bagel boom is definitely real. It's definitely happening. I mean, the New York Times is writing about it. ⁓ Big business is investing in it. ⁓ There's... ⁓ There's something happening here and I think it's really great to be a part of it. It's exciting because all these things are happening so fast along so many parallel tracks. Because I'm again not home. I'm in Nolensville, Tennessee opening store number 34. Next week we'll be opening store number 35 while we're in Phoenix. We won't even be there for it. Well, we'll be back for grand opening. Aaron: least 35s in our backyard. ⁓ that's true. Jeff Perera: We'll miss the first half of the training week. We'll be there for the good part. Aaron: Just in time. I'm your thought on this, I think what's uniquely different about this one is us and our contemporaries at the moment, ⁓ it's actually about the bagel. Something that was pretty clear about the second wave is it was more about this generic breakfast. ⁓ we didn't celebrate the bagel, it just a breakfast item and then immediately quickly expanded to egg sandwiches and all this other, you know, sort of derivative stuff. ⁓ But I feel like us and our contemporaries right now are like, no, it's the Just eat the bagel, it's bagel and spread. ⁓ consumers want to go someplace where somebody specializes in something. I don't know if you've seen these pop up, look, I walked into a K-bob the other day. And if you've walked in one of those Korean style, I guess, hot dogs, they had five menu items and they were wild. So like one of those five skews is a hot dog covered in fruity pebbles, basically. And so like, I don't know what the applicability of that is to like a broader menu audience, you know what mean? But they don't care. They're like, there's enough people that want something done well and unique and we're going to go for it. And I respect that. And I think that's a hallmark about what's happening in food right now across the board. Jeff Perera: Yeah? Yeah? Ha Yes. Aaron: And it's the big reason why this is happening in bagels. My two cents on it. Jeff Perera: I agree with that too and I just had this crazy thought ⁓ Is this like the tick tockification of Aaron: like micro like micro dosing almost like I just want this one thing. Jeff Perera: Like, okay, I guess, no, no, no, no, like, so like the TikTokification of the internet. Okay, so ⁓ I'll define what I mean by the TikTokification. So the TikTokification of the internet is I can get onto TikTok and I can scroll and the algorithm will feed me the things that I'm interested in. So I will, I'm flipping through, I'm scrolling, I'm watching. Aaron: I'm not familiar with that verb, Jeff. You'll have to define. I'm with it. Okay. Jeff Perera: short videos, some longer format now, up to even three or five minute videos people can post on TikTok. So you're getting some longer format, some quick stuff, but all in vertical format as scrolling through. ⁓ And ⁓ the algorithm knows I to see. ⁓ It shows me bagel videos, shows me golf, shows me cats. ⁓ Like ⁓ it's also showing a bit of Dungeon Crawler Call right now because I'm on book five and it's great. ⁓ And that's what the internet is showing me. It's kind of like I pick my channels on the TV. Like I'm going through the clicker and picking my channels. Curated. People are curating their consumerism. They're tick-tockifying where they eat. They're gonna go get a Korean hot dog. They're gonna go get a bagel at Jeff's. They're gonna swing through and pick up the donut at the specialty donut shop. They're gonna make sure that they... Aaron: Yep. Curated. Mmm, okay. Now I'm with it. Jeff Perera: hit the farmer's market on Saturday to get sourdough from, whoever because make the best sourdough. ⁓ Like, I people are willing to do that. ⁓ They're taking little bit of that extra time to find that one thing that they really like ⁓ and, ⁓ pay it with their time or their money to ⁓ make sure that they get the thing they want, which I think is ⁓ really an interesting ⁓ to look at I don't know, just popped in my brain when you said it, so. Aaron: I like that. And I learned a new word today. It's on my Word of the Day calendar. Jeff Perera: Tick, the tick-tock-ification, yeah. Yeah, I think it's interesting. I'm just, again, I'm really glad we're a part of this conversation. in the New York Times, getting quoted in the New York Times, that's pretty cool. I don't know, that's never happened to me before. Aaron: Same, I think it's cool. Listen, we have, I mean on the bucket list of things that, you know. Jeff Perera: I mean, it wasn't on my bingo card this year. Aaron: Wait a minute, you haven't been featured by the New York Times? Ugh, I've had like seven. I mean, it gets tired at some point. You just get tired of, you know, they call and you're like, not again. Jeff Perera: ⁓ Aaron. Yeah, tired. Tired of the quotes. Again, sure, I got one for you. got one. Okay, I do have two other things I want to make sure we squeeze in really quick before we wrap today. One, we got a big pickleball match next week. It's next week. It's finally here. We've been talking about it forever. Can't wait to report back. Aaron: Yeah? Wow, it is here. We just got an email about it today. Yeah, got me out. I got, well, I see, okay. So I got a little nervous, I got a little excited too because I was really, like we talked about before, was questioning the dubious. Jeff Perera: I know, like where to report, what we have to do, I know, like I got a little nervous. Aaron: nature of the competitive like was this competition you know like is it light is it friendly the email read competitive i think i saw prizes in there like there was some at least accolades which is the only prize i need you know so it got me a little hype i'm still i still find it absolutely hilarious that we had no idea if we're gonna like play each other be on the same team is it doubles i mean it's pickable it's always doubles right there's no singles pickable Jeff Perera: That's all I need. Aaron: We don't know anything. Listen, the best part... You should. The best part is gonna be Katrina essentially just telling us the entire time that we don't know what we're doing. Which is true. Don't get me wrong. That is true facts, but that's what I'm looking forward to. Jeff Perera: I'm gonna ask chat GPT right now. Keep talking. Yeah I mean. It's, Absolutely you can play singles. Aaron: What's the internet say? Those are his singles. for all of our luck, we're gonna go in with these big dreams and then they'll do this big randomized bracket and then you and I will be the first game against each other and we'll also get knocked out. And then the other person will get knocked out the next round. That'll be the separate. I want doubles, Jeff. I want the full weight and power of JBR felt at the tournament. Jeff Perera: Maybe. One thing's You gotta study up, man. There's like rules around what side you serve from depending on what the score is. It's crazy. Can't go in the kitchen. You're a smart guy though. You'll figure it out real fast. Study up, study up. The pickleball happens next week. We will be best dressed regardless. I have no doubt my mind will be the best dressed. ⁓ But whether we play well or not. Aaron: Listen. That seems... Listen, I got a whole four hour flight. I figured it out. I got another accessory for us. I'll share it with you when we get there. Jeff Perera: ⁓ I can't wait. I'm so hyped. ⁓ and I, you know, because I'm an unmedicated ADHD animal, I just completely forgot what my second point was, because I was like, I got two things for you. One of them, and then the second, ⁓ I don't know. Aaron: came today. I didn't do you any favors, I interrupted you like seven times, so... Jeff Perera: Man, I also woke up at like 3am to go bake today, so what are you gonna do? Aaron: Soft opening, view store was good. Jeff Perera: Nolensville, Great soft opening. ⁓ Aaron: Storil a crate on our walkthrough, our virtual walkthrough. Jeff Perera: Store's awesome, it's really cool, it's got an awesome outdoor patio, it's in an up and coming plaza, lots of guests today, really, really great conversations with a lot of people, excited we're here. ⁓ I'm excited for this one, this one's gonna be really good. I think each one just keeps getting better, Aaron. The more momentum we build, the better these openings get, more excitement around them, it's really fun. Aaron: And this one is a little unique, well I should say unique because it seems to happen more and more but... This franchisee actually got their first exposure to Jeff's at another franchisee's opening almost a year earlier and then you spoke with a handful more perspectives today at this opening. So I love the idea that at some point we can trace back a franchisee a year from now that's gonna be like this three openings up the chain. But it's such a cool experience to see a new store come together and a team gel Jeff Perera: Yeah. Aaron: a new community, get to sort of experience and see what we're about. And I know that that whole little moment is special. Jeff Perera: No doubt, no doubt. And I'm really happy for Eric, our franchisee up here in Nolensville. He needs to work in Side by Side with his son, which is really cool. it's just great. It's great to see the community show up and be happy about the Bagel Shop. It's really cool. So I'm looking forward to it. I'll be here for a couple more days and then... Off to Arizona to play pickleball with you. And we're doing some other stuff I got there too, right? I guess there's a conference, but... Aaron: I think there's a conference there. I'll look into it. I'm not really, it's really secondary to the pickleball tournament. We need to take over unders on who or both are gonna be injured and the severity of the injury. Jeff Perera: I'm pretty sure it's just the pickleball tournament. 100%. 100%. Well, er... Okay, I have them under strict instruction to not be injured. I follow the rule. Who do you think? Danielle! I'm not allowed to get injured. She's like, you're needed. I'm like, I... Aaron: From who? This is true. Listen, I'm a desk guy, so as long as I keep all the injuries waist down, I'm fine. Jeff Perera: Alright, so over under on injury, I don't want to take that bet because it just feels too morbid, but I can promise you my shoulder will probably be sore and my knees will hurt on Tuesday after the tournament. Aaron: You Great, wrangle me going to roll some bagels. Jeff Perera: Right? I know, yeah. ⁓ that's right. We have the activation there. We're serving bagels at the show. It's gonna be great. Are you gonna help me roll it out? Aaron: That's right. I've never hand rolled a bagel so I can't wait to report back on that too. I'm gonna get a baking tutorial. Jeff Perera: That'll be fun. It's gonna be great. Baking Crash Course for Aaron and the team. It's gonna be so fun. I'm looking forward to it. Well, I really enjoyed this chat today, Aaron. It's always a good time. Bake fresh, bring joy, build community, and we'll talk again next week. Bye.