If any player has a bad game it's there in the back of your mind in the next game. There's always a hangover. It is like a wounded animal in a way, as you want to get out there as quick as possible and rectify it.
Because we only feed in the United States less than 1 per cent of the meals, most of them are eaten elsewhere. Most meals are eaten at home. So to make McDonald's the target is not going to solve the problem.
Ideas aren't magical; the only tricky part is holding on to one long enough to get it written down.