It's a competition of everything science.

Did you have some kind of competition at that time?

Really, we won't be on every corner like some concepts. The competition that's out there now, which is not even close to what we are doing now, is doing fantastic. Our typical customer is a white collar worker who wants something decent for lunch and is trying to stay away from the fast food.

Lack of direct competition allows for lower spending. Me-too brand teams must make a name for their drug in a market with better-known, already- existing drugs. First-in-class teams are pioneers with the luxury of molding a new market for their drug.

I was hoping to place well but I wasn't sure I was going to because of the competition. I'm really proud of what I've done.

These guys have raised the level of the entire group. Competition is the easiest way to coach.