This is an IHeart podcast.

It's that time.

Lock and load.

The Michael Derry Show is on the air.

And we're talking business secrets, the secrets of the secret sauce, as I like to call it, of what makes your business run.

And Oracle, the fellow at Oracle, who is behind NetSuite, which is their AI machine learning package for business owners, is a fan of the show and loves what we do and wanted to sponsor when we have business interviews.

And we said, absolutely.

And you can get the chief financial officer, the CFO's guide to AI and Machine Learning at netsuite.com forward slash my last name.

NetSuite.com, Barry.

NetSuite.com slash Barry.

Russell, you talk about Cibolo, Texas, and opening a location in San Antonio or outside of San Antonio.

And that's not your core.

I mean, I can see the immediate challenge being most people there don't know what Gringoes is yet.

You've got such market equity in the greater Houston area, and that's a lot of capital.

To start in a location like that, I know you're a guy that studies and learns and asks a lot of questions.

How do you ramp up your name ID to get people in the door?

Well, I believe, for starters, our building will have a lot of curb bills, so we're going to deliver there for sure.

And, you know, we went to, our furthest location now is college station.

Only you could almost say that's kind of Houston in a way because how connected the two

cities are.

But College Station was our number two volume store in 2024.

And so that tells us a couple of things that the brand has definitely a market recognition already and being that far away from the Houston market.

...