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                In a changing dining economy, restaurants are turning to a small group of experts who specialize in the science of menu design.
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                This edition of The Hustle was brought to you by
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                 Miso Robotics
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                ... Flipping the future of cooking on its head.
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                     The Hustle
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                    Issue #122
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                     <img alt="The Hustle, Sunday, August 30, 2020" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fhedaer_20200829002939/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMSa:gT76-Kn8Q9-X8AH2uS5ntXiiqmRWoVGzUbUC_TEIHsY" style="display: block; height: auto; max-width: 600px; width: 100%;" width="600"/>
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                    Sunday, August 30, 2020
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                The Hustle is proud to deliver original longform journalism to your inbox every Sunday. This work would not be possible without the support of our sponsor,
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                 Miso Robotics
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                . Please support them so we can continue to bring you the most interesting stories you'll find anywhere.
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                <h2 style="font-size: 30px; font-weight: bold; line-height: 120%; margin-bottom: 6px; margin-top: 25px;">
                 <strong>
                  Meet the “menu engineers” who help restaurants optimize revenue
                 </strong>
                </h2>
                <p style="color: #737373; font-family: Helvetica, sans-serif; font-size: 18px; font-style: italic; line-height: 120%; margin: 0; padding-bottom: 10px;">
                 In a changing dining economy, restaurants are turning to a small group of experts who specialize in the science of menu design.
                </p>
                <p style="font-family: Helvetica, sans-serif; font-size: 13px; line-height: 120%; margin: 0; padding-bottom: 24px;">
                 <strong>
                  BY
                  <a style="color: #D62829; text-decoration: none; text-transform: uppercase;">
                   Michael Waters
                  </a>
                 </strong>
                </p>
               </td>
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               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Consider the restaurant menu.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 By design, menus aren’t meant to spark conversation. But as restaurants take drastic steps to weather COVID-19, they are revamping their menus in a big way — and it’s hard not to think twice about the piece of paper in your hands.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 IHOP is ditching its
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   12-page behemoth
                  </u>
                 </a>
                 for a much cleaner 2-page menu. McDonald’s has slashed several items off its all-day breakfast menu. Applebee’s, Taco Bell, and Subway are all
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   slimming down
                  </u>
                 </a>
                 their offerings.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 These high-profile shifts reflect what’s happening on a much more local level across the industry:
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   28% of restaurateurs
                  </u>
                 </a>
                 are shrinking their menus because of the pandemic. That number is so large that
                 <em>
                  New York Magazine
                 </em>
                 recently
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   asked
                  </u>
                 </a>
                 , “Is It Time To Get Rid of Menus For Good?”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The underlying reasons for this are financial: Restaurants can’t bother with low-margin dishes. They have fewer employees on the payroll, so they want to be more efficient with a smaller set of meals. They’re prioritizing fewer — and cheaper — ingredients.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But rewriting a menu is no simple task. Every inch of text, from the typeface down to the order of items, must be workshopped for maximum profitability.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 And when restaurants need help, they turn to a niche, little-known cadre of professional “menu engineers.”
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  When restaurant menus are the family businesses
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 You’d be hard-pressed to find many people who have thought more about restaurant menus than
                 <strong>
                  Michele Benesch
                 </strong>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In 1968, her grandfather, Walter Baker, started Menu Men, Inc., a creative consultancy that specializes in infusing menus with fanciful designs.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 At the time, says Benesch, the art of the menu was largely neglected. Sensing some room for disruption, Baker convinced restaurateurs to invest in fully customized designs.
                </p>
               </td>
              </tr>
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               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fmichele_20200829003121.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMSa:gT76-Kn8Q9-X8AH2uS5ntXiiqmRWoVGzUbUC_TEIHsY" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Benesch, with a variety of menus she’s worked on (Michele Benesch)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Benesch never expected to enter the family business. But she couldn’t fully escape it, either. When she went out to dinner as a kid in Miami, her father, who ran the company at the time, always pointed out little menu tricks. He’d ask her about the materials used (“Why did this client choose a parchment?”), the fonts, the placement of each item.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “My whole life, I was being an apprentice for the job I never realized I wanted,” Benesch says.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 By the time Benesch took over the business in 2006, the menu engineering trade had begun to gain wider recognition, with a growing number of hospitality schools funding research into the psychology of menus.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Consultants like Benesch realized they could use this research to get customers to spend more money.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Today, Benesch blends design, psychology research, and general food knowledge to build a more scientific menu. With a bit of tinkering, she can increase the odds of, say, a diner picking the highest-margin meal on the menu.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Ftricks_20200829003157.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMSa:gT76-Kn8Q9-X8AH2uS5ntXiiqmRWoVGzUbUC_TEIHsY" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 A few simple tricks engineers sometimes employ to optimize menus (The Hustle)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Considering how small restaurant profits are (typically
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   3% to 5%
                  </u>
                 </a>
                 ), the right menu can mean the difference between success and failure.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 When a Las Vegas restaurant recently hired Benesch to revamp its menu, she cut their 4-page layout down to a simple 2-page panel, upped the font size, did some dish repositioning, and cut loose some of the dishes that weren't selling well.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The new menu led to a spending bump equivalent to
                 <strong>
                  $9 more per customer
                 </strong>
                 .
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  The subtle power of a restaurant menu
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 An engineered menu won’t convince you to order something you normally wouldn’t. The point is to reach you at a moment of indecision. Torn between 3 different dishes? A well-designed menu is laid out so that your eyes gravitate toward the priciest dish.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Say you unfold a two-page menu. Your eyes will almost always follow the same reverse “Z” pattern: Top right, top left, bottom right, bottom left.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 One-page menus are different; most people’s eyes land about ⅓ of the way down from the top, then move up, then scroll back all the way down.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fmenu%2520read_20200829003225.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMSa:gT76-Kn8Q9-X8AH2uS5ntXiiqmRWoVGzUbUC_TEIHsY" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 The Hustle
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In the hands of someone like Benesch, this knowledge can be a powerful revenue generation tool.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The prime real estate of a menu — that upper-right corner — is often reserved for high-margin dishes or supplemental items like appetizers.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Benesch will often draw more attention to these items by adding design details, like a box or a touch of bolding. Highlighting certain items, though, is a delicate dance: overdo it, and the whole menu just winds up looking chaotic.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Benesch relies on a few ground rules. When she’s working with a particular section — say, “Sandwiches” or “Appetizers” — with under 8 items, she’ll only add a box around 1 dish. If the category has between 10 and 12 items, she’ll bring that up to 2.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 A few of the myriad strategies employed by menu engineers like Benesch:
                </p>
                <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  Using
                  <a style="color: #d62829; text-decoration: none;">
                   <u style="color: #d62829; text-decoration: none; underline: none;">
                    words
                   </u>
                  </a>
                  like “
                  <strong>
                   signature
                  </strong>
                  ,” “
                  <strong>
                   original
                  </strong>
                  ,” and “
                  <strong>
                   famous
                  </strong>
                  ” to make high-margin items more appealing.
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  <strong>
                   Removing the dollar sign
                  </strong>
                  ($) from the dish prices. Studies
                  <a style="color: #d62829; text-decoration: none;">
                   <u style="color: #d62829; text-decoration: none; underline: none;">
                    show
                   </u>
                  </a>
                  that customers spend more when the price is presented as a standalone number.
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  Enlisting the
                  <a style="color: #d62829; text-decoration: none;">
                   <u style="color: #d62829; text-decoration: none; underline: none;">
                    magic number
                   </u>
                  </a>
                  for
                  <strong>
                   items per food category
                  </strong>
                  . At fast-food joints, it’s 6; for snazzier joints, it’s 7 appetizers/desserts and 10 main courses.
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  Retooling design elements: menus with
                  <strong>
                   big fonts
                  </strong>
                  and no more than
                  <strong>
                   20% white space
                  </strong>
                  improve the dining experience.
                 </li>
                </ul>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Another strategy: If you’ve noticed shops selling dishes that feel particularly over-the-top — say, the $1k “
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   Golden Opulence Sundae
                  </u>
                 </a>
                 ” from Manhattan’s “Serendipity 3” dessert shop, or Ben &amp; Jerry’s
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   20-scoop Vermonster
                  </u>
                 </a>
                 — you might have stumbled across a “
                 <strong>
                  decoy item
                 </strong>
                 .”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 As
                 <strong>
                  Gregg Rapp
                 </strong>
                 , a prominent menu engineer who has worked in the industry for 38 years, explains it, decoy items are not actually designed to be ordered.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The goal, he says, is to “get dopamine kicked into your brain.” You probably can’t afford to buy a golden sundae, but its mere existence excites you about the rest of the menu.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fgregg_20200829003305.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMSa:gT76-Kn8Q9-X8AH2uS5ntXiiqmRWoVGzUbUC_TEIHsY" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Gregg Rapp has worked on hundreds of restaurant menus all across America (Gregg Rapp)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 All of these design strategies generally serve one overarching goal: making a menu as accessible as possible.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Not every restaurant follows these principles.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Take the Cheesecake Factory, whose
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   21-page menu
                  </u>
                 </a>
                 is the stuff of fast-food legend. Its menu is bulky, confusing, and riddled with a hellscape of fonts and garish-looking ads.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “What that menu does is it overwhelms a person,” Rapp says.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But even this menu mayhem is by design: unless you’re a Cheesecake Factory aficionado, you will usually turn to your servers for help — and servers can point you to higher-price items.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  Can you engineer a smartphone menu?
                 </strong>
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In the before times, when Benesch walked into a new client’s restaurant, she could quickly identify what needed fixing.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But COVID-19 has thrown even the most astute of menu engineers for a loop. Since the spring, she’s been commissioned by dozens of restaurants looking to refashion their menus to be more delivery-friendly.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The strategy of a delivery menu is different from that of a table menu: It must be easy to digest, short, and focused on items that keep well, rather than those that are the highest priced.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “Someone could make a beautiful beef wellington that could melt in your mouth,” Benesch says. “It’s not going to travel 12 city blocks and taste the same.”
                </p>
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                 COVID-19 has shifted the focus of menu engineers to delivery and takeout menus (Joe Raedle/Getty Images)
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                 For menu engineers, the more dramatic change is the shifting medium.
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                 Restaurants are investing heavily in QR codes. Instead of thinking of a customer unfurling a basic two-page menu, Benesch has to ask herself, “How will this look on a smartphone menu?”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 That shift has called the fundamental truisms of menu design — like the trajectory of a diner’s eyeballs — into question.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Benesch has attempted to pivot quickly. She’s one of a handful of engineers already offering QR code menu designs. And when designing a smartphone menu, she has decided to cast aside some longtime no-nos.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 She used to avoid using multiple font sizes on the same menu page, but when she’s dealing with a QR code, she’ll just up the size of the item she wants to highlight by 2 point sizes. She’s adding more boxes and color differentials than usual — anything that will grab attention.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “We go back to pictures, we go back to colors, we go back to a more stylish approach,” she says. “We’re in uncharted waters. The psychology of how you open up a menu no longer applies.”
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                 <em>
                  <strong>
                   Flippy &amp; Miso go to White Castle
                  </strong>
                 </em>
                 <strong>
                  : The AI assistant chef joining forces with America’s first fast-food hamburger chain
                 </strong>
                </h2>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 There are only 3 guarantees in life:
                </p>
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                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  Death
                 </li>
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                  Taxes
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  Us housing half a dozen White Castle Double Cheese Slider combos every other Sunday
                 </li>
                </ol>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 So imagine our surprise (nay, our
                 <em>
                  delight
                 </em>
                 ) when we heard the big news -- Select White Castle locations are bringing in
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  Flippy the flying robot
                 </a>
                 to help man the fryer in a pilot and eventual beta for White Castle’s North American locations..
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 <em>
                  Robots who can work a fryer...has someone been reading our dream journal again?
                 </em>
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  Helping White Castle make more green
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Thanks to thermal vision (along with 12 different pending patents), this AI assistant chef from
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  Miso Robotics
                 </a>
                 is helping to address the challenges facing quick-service restaurants like White Castle:
                </p>
                <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  <strong>
                   Economical:
                  </strong>
                  Flippy’s low hourly cost can give quick-service restaurants a 300% lift in margins
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  <strong>
                   Scalable:
                  </strong>
                  Flippy has cooked 60K+ lbs of fried food and 12K+ burgers, and counting
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  <strong>
                   Responsible:
                  </strong>
                  Flippy makes for a safer work environment by keeping human workers away from dirty and dangerous kitchen tasks
                 </li>
                </ul>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The cooking chops of this skillful little chef are paying off for his creators, too -- Miso Robotics is now in prime position to be one of the
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  main players in automating the up-and-coming cloud kitchen market
                 </a>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 So, here’s your opportunity: Get in on their
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  SeedInvest fundraising round
                 </a>
                 while it’s still open (and before Flippy gets a movie deal with Kal Penn), and see where this investment takes you.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Now, who wants a tiny slider?
                </p>
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