00:00Our market research, the day we came up with the name, we had dinner with this couple from
00:05Providence, Rhode Island, and we kicked around a couple of the Italian names we had been
00:09playing with. We said, or California Pizza Kitchen. I said, well, those other names,
00:14if they opened in Providence, it would just be another Italian restaurant. He said,
00:19but if you open in Providence, we want to go see what you fruits and nuts are up to.
00:23But I absolutely believe that the California name resonated not only in California, but around
00:31the world. California has a halo around it, right? It has a connotation of being healthy and innovative
00:38and clean and energetic. I think the name, and I discussed that in the book too, was a jewel.
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