Not to speak for Eddie, but my understanding/guess of what he meant in his post.
Brand "1" - packaged smoked food - it's what most of the discussion on the board has been about in the recent past. Prepared, packaged, and shipped directly to consumers (whether that's through word of mouth, WW, RV networks, etc) to create a nationally recognized brand. Even if/when this starts to go into retail distribution such as WFM and others, it's still packaged smoked food sold to consumers.
Brand "2" - Fast-casual smoked food restaurants - The modular restaurant units / kiosks that are part of the long term plan under an incredible "franship" concept that marries the best of franchises with the best of business ownership. Due to central production of the product, these locations will require far less kitchen equipment, training, resources, etc. to operate, and as mentioned on the website, reduce volume loss that occurs during cooking. Already prepared food will be delivered to these locations for sale to consumers that want to "eat it now." Due to the combination of very short preparation time combined with high quality, I believe that these will appeal to both customers that want to have a sit down gourmet smoked (you-name-it) meal, and also those looking for a fast food option that is tastier and healthier than the standard burger and fry combo found in fast food areas, food courts, kiosks at sporting events, etc.
Although the product will all be centrally produced, these are two very unique "brands" in the sense that you can't go into a supermarket or to the McDonald's, Outback, TGIF, Subway, etc. website and order their products. Their "brand" is their nationally recognized restaurants, and Smoky Market will become one of those, as Eddie's description indicates, combining gourmet sit-down restaurants with the convenience of fast food turn-around time. On the flip side, you can't go to a Omaha Steaks restaurant and sit down and order an Omaha steak for dinner, with side dishes and a drink. Same with Schwanns or any other brand name that everybody knows and recognizes as a retail-distributed or direct order product.
Therefore, Smoky Market is uniquely postured to create BOTH of these brands, and quite honestly, when you think about any of the components in those two "brands" it's a lot of potential. When you think about the upside potential of all of that combined, it's nothing short of staggering.
I personally try not to think about it too much because it gets hard to figure out how/where I'd use all that equity/capital at some point in the future. Tough problem, I know. :)
I'm sure Eddie can answer your question better, but thought I'd give it a stab.
