Ryals McMullian
Management
Yes, exactly. Well, I think to the last part of your question, it goes back to the brand investments, frankly, no matter where they shop, whether they're shopping a mass, whether they shopping at club, dollar, grocery, we have an omnichannel strategy. So, we look at all of those different channels. The dynamics are interesting, though, because you're right, our grocery performance has far exceeded our performance in mass for a couple of reasons. One, there's been a channel shift. So, people across, frankly across the income spectrum, quite interestingly, including your higher income shoppers are looking for bargains. Given the environment that we face. So, there has been a bit of that channel shift in the mass, in the club, in the dollar stores and away from grocery. So that does play into it. However, for those shoppers that are still in grocery outperformance has been really good. I mean we were up in the unit share in grocery, and we were up across the board in every category, well flat or up across every category – subcategory rather. So, it is an interesting dynamic, but I think to your point about how do you bring them back to brands if they trade down to private label? I think you've got to keep them front and center. We've got to be spot on with our display execution. We have to put our marketing dollars in the right places, whether that's digital or TV or whatever to keep these brands in front of people. And then I think it's also still about innovation. We're not slowing down our innovation just because of the environment we're facing. I think it's more important than ever now. And so, whether that's in our core category in terms of our [keto low] [ph] or our Hawaiian these new items that we're putting out or whether it's outside of our core category in terms of the bars, keeping these brands front and center for consumers is more important than ever today.