The Benefits of Limited Edition

I was in Japan and Krispy Kreme did a whole limited edition donut. It's actually a fox shaped donut. Things like that fall into limited edition. But it could be even something that you do provide, you're just positioning it a different way. McDonald's had their Cardi B and offset meal a while back. And so the thing about limited edition is it does also speak to some of the same people in the supply side of things where someone wants something unique.