Arie Kotler
Analyst · Raymond James.
Sure, sure. So I think that the number one thing to remind everybody, cigarette sales concentration in the Northeast it's probably a little bit lower than some other areas in the country. So I think the one thing that you see in Pride, a, we added over 1,000 different items into the mix over here. In Handy Mart, if you remember, we talked about adding 700 items. Pride, we added more than 1,000 items to the mix. We added more food service, so expand more food service, and bean-to-cup coffee to the mix. So I think the basket and the mix concentration over there it's a little bit different. There's some other areas in the country. That's the reason the margin it's a little bit higher. No question, we increased margin by adding basically those additional products in the store. But I think there is one thing, Bobby, that I think I have to mention. Besides all of the good things that we're doing and adding products and assortment and making sure that we have the right products, loyalty it's a big piece to it, and I keep talking about loyalty. I think it's very important to emphasize basically the sales, excluding cigarettes, that we try basically to point almost quarter-over-quarter-over-quarter. And the reason I said that is because if you're really looking on our sales excluding cigarettes, on average, since Q2 2020, we are up, on average, 4.6%. While at the same time, basically the cigarette sales, on average, since Q2 2020 are down 3.6%. So what I'm trying to say is that we have a huge, huge, huge increase in the core categories, and those core categories, by the way, are the ones that are driving the margin up. And this is where we are focusing. And that's the reason we keep showing and mentioning that the cigarettes basically sales since Q2 2020 were down from 38.2% to 29.6% this quarter. And that's very important because that's what drives the margin. The minute you sell more of the core categories, that's what's going to drive the margin and that's basically what you see in Pride. That's the reason the margin is higher because the core categories are up tremendously.