That's an excellent question.
Mr. Cochrane spoke about this earlier. Throughout all of the food supply chain, the majority of the entities before us, for example the producers and the distributors, pass on the hike to the next guy. Unfortunately, when it is our turn, we have to absorb the increases as much as possible, and that's what we try to do, because we can't pass on the total price increase to customers.
I spoke of the elastic principle, an analogy that everyone understands well. There is a maximum price that consumers, like me and you, are ready to pay for pizza or a hamburger. Beyond a certain point, you can't increase prices.
We have slimmed down our menus, reduced the number of days and evenings that we are open, and cut down on our daily operating hours. We are trying to extract all we can out of the food and have the least waste possible, but there are limits to those efforts, too.
We are therefore hitting a wall in terms of our capacity to increase prices.