Implementing constant variety extends the LTV (lifetime value) of your customers.

0:00Crumbl came in and is crushing with cookies. I think there's a principle limiting variety. Five out of the six cookies are new every week. You know what hasn't done that yet is ice cream stores. I haven't seen ice cream stores switch their all of their flavors except for just like chocolate and vanilla every week. They don't do that. So, there's probably an ice cream store like disruptor who could make that switch. We order the Crumbl cookies just cuz we're like, let's try these ones. But, that variety extends your LTV. How can we just create consistently rotating new flavors? They also know that the more options you give someone the more total food delete. And so, if we think about total food as like a proxy for LTV, the more things they'll consume. Oreos figured that out. It was like, okay, well, we'll just put limited flavors every weekend. And so, people were like, oh, let's see what carrot cake Oreos taste like.