It’s been a long time

I just noticed it’s been nearly a month since I wrote anything about this industry. Quite frankly there are a couple of reasons for that. First off, I’ve been busy. I work real work hours these days and can’t focus as much time as I used to to investigating all the trickery that the meal prep industry is up to these days. (And they’re still lying, cheating and deceiving, make no mistake) Secondly, from the complete lack of news and coverage coming from this industry it’s easy to surmise that it’s all but dead.

I see small articles crop up here and there, where some store is announcing its plan to try something completely new and different which happens to be the same thing another store on the other side of country tried a year or so ago and still went out of business. That may be news to that local area, but it’s the same old story in the grand scheme of things.

Perhaps there is a new "generation" of meal preppers out there ready to give this idea a try and if there is, then bully for them. If history has taught us anything it’s that they’ll jump on the treadmill for a couple of months then fall off the wagon never to be seen or heard from again.

I still see two major flaws with this industry.

First, there still isn’t a large enough pool of people consistently using the service each month to make it a viable business. Even after multiple stores in the same area close allowing one store to have the customer base to themselves, is there really enough people willing to commit each month to coming in? And I’m not talking 30 or 40 people a month. I’m talking 300 people, coming through the door each month and ordering the full array of meals. As I’ve said before if you aren’t taking home a $50k a year paycheck for yourself then running one of these businesses is utterly pointless. You could wait tables and make more money than most of these stores bring in.

The second problem is the support from HQ. Not only do you have to worry whether or not you’ll have enough customers to survive, you also have to wonder if your corporate office is going to be around from month to month. Clearly the business acumen of those at the franchisor level is non-existent. Most of them have walked away from the businesses they started and those sticking around have shown they don’t exactly have a head for running a business. I mean seriously, how hard is it to take a business of 200 stores and screw up so badly that nearly half of them close? You’d pretty much have to be asleep at the wheel to pull that off.

Some people say now that so many of the stores have dried up and disappeared HQ can now focus on rebuilding and rebranding. My response to that is, with what money? Do you really think they’re raking in royalty money? And if they are do you really think they’re going to spend it on you? After all these years they’ve now turned to informercials to sell this idea and using the same tired pitch they’ve been spouting since the beginning. And I’m sure consumers will have all the confidence in the world handing over their money to a business that has shown it can fold overnight.

I think it’s safe to say that article writers are just as bored with this industry as the rest of the public is. Maybe I’ve missed something, but it looks like just about everyone has moved on past meal assembly.

Other Articles of Interest:

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32 Responses to “It’s been a long time”

  • Bill Burke:

    Good, maybe now you will take down your website that helped distroy it.

  • laughing so hard:


    Bill…you are so funny……………..


    You’re just jealous you didn’t think of it first. This website had nothing to do with the fall of the industry….wait, a minute, can’t breathe……have to catch my breath and wipe the tears you created….

    okay, better now.

    The corrupted minds of the industry leaders caused the downfall of this concept. Putting stores on every corner like they were Starbucks caused a major problem for this industry. Franchisers that were greedy (and still are) turned this from a fun, profitable business, to a sour, miserable business. It happened too fast without “know how” to back it up…just like the era, this era has passed!

    Get over yourself…but thanks for the laugh. I needed it!

  • Guest:

    Get a grip on reality Bill, this industry collapsed because the business models didn’t work. Period, end of discussion. This “business” was a turd from the beginning but people were able to polish it up enough to sucker people into thinking it was a golden egg.

  • Guest:

    Seriously Bill ARE ya Kiddin Me? you one of the DD flunkies or some ner-do well from one of the other flunkee franchisor??? You’re so Funny had it right and I’d be laughing my A** off right now too if I wasn’t still so Pi**ed at the crap that I’ve been through since losing everything I owned to this “industry” You know what brought this business down? A FLAWED MODEL and people who lied through their teeth to make a fast buck. Who has gotten an apology from your franchisor for ruining your life?… wait.. no one, that’s what I thought..ding ding ding Bill You lose, thanks for playing.

  • Don’t worry, Bill. You’ll be able to find another wave of temporary franchise insanity to surf until the Gods of Sanity pull the handle and flush.

    How about Pooper Scooper franchises? We wrote on a Dog Food delivery franchise not too long ago. And there’s one that claims its franchisees will be able to convert cars to run on water.

    Shame on Meal Assembly Watch and Tuckerbox for singlehandedly “distroying” this great industry!

    PS it’s a shame that the people who made money perpetuating this fraud get away scot free. Make & Take franchisees were unsuccessful in trying to hold their franchisor’s attorneys accountable. FYI:

  • laughing so hard:

    Guest….It has been 3 years since I left my store. It has gotten easier…down to the last $14,000 owed (when that is gone, I’ll feel much better). But sometimes it is just best to laugh (otherwise we cry).

  • Guest:

    Laughing, good advice & I usually follow it until I see some numbnuts like “Bill” who slams Tucker for giving us a voice for so many years. When dipsh*ts like Bill et al come here whining it just throws fire on a smoldering fire. I’ve been out of the business now for almost 4 years too, out of BK for almost 3 too and we are just now getting to the point where our credit is improving and we can really move forward. That my ex-franchise is STILL trying to sell franchises rankles me. The people who swindled me and others have 1 store left & I feel vindicated that everything I said would take place has…to still have dipsh*ts like “Bill” around still amazes me. I feel badly for everyone still stuck with their dogs, for those that are making it, God Bless you. For those who STILL think this is a place to sink your cash, run the other way, even when the economy improves this “dog won’t hunt”. The concept is a sow and no matter how they try to sell it, it will never be a silk purse.

  • Bill Burke:

    Wow, I used to be one of your customers, imagine that.

  • Guest:

    Trust me Bill you weren’t one of my customers I remember all of my customers name and none of them (all 3) was named Bill and IF you were a customer(which I doubt) at any MAK-you were one of crowd of a about a of 3; that’s the grand total number of people who visited MAK’s on a regular basis.

  • Bill Burke:

    Did you criticize them for trying your service too? Maybe you just complained to them. It’s only a mystery to you why they did not come back; you are so fun and upbeat.

  • Guest:

    Nice Bill, You came here and attacked a person, a site & an “industry” you know nothing about so your feeble attempt to castigate me is just that feeble…
    This “fight” has been fought many times here and with better opponents than you.
    To answer your impertinent question-No, I have been in the culinary biz for a lot of years. I never complained to my few wonderful clients I gave them exemplary food & service. It was neither my food nor my personality that kept people from coming back, it was their fickleness and multitude of choices for the piece of the meal pie.
    Everyone in this biz had a “few” and I do mean “few” customers that were “regulars” and in this biz “regular” meant once every 3-6 months. A very few are lucky enough to have a FEW customers that come in regularly every month and every month is what is VITAL for business like this to survive, which is why it didn’t survive.
    I gave up “fun & upbeat” when my life went down the tubes due to a failed concept model that was stacked against me before I even opened my doors, again, you’re again commenting on something you know nothing about IF you’re indeed someones customer or ex-customer.
    The reason why this concept is certainly NOT a mystery to any of us who have owned one and typically of someone like you, you love to blame the individual franchisee and not the franchisor and their concept. The numbers just aren’t on your side that it’s the franchisee OR this site at fault for the failure of this flawed & failed concept

  • Guest_NC:

    Nice comments Tuckerbox. I completely agree and will add the following from my experience running a store for 3 years. In our market we were quickly surrounded by competitors. What we heard was unlike other food options, where your ‘entry level price’ is considerably lower, bad food by our competitors not only spoiled the customer on that franchise, but on the concept as a whole. In other terms, if you have a bad Big Mac, you’ll still consider having a Whopper because your out of pocket cost was minimal relative to the experience. But, if your first attempt at meal assembly was $125 / 8 meal experiement, and you ended up throwing half of it away, you’re less likely to try a competitor for fear of ‘doubling down’ on your loss. For most families, $125 is still a lot of money – either perceived or real.

    Our other observation was that no matter how we marketed the concept, there remained an intellectual disconnect between how the customer thought of our service and which allocated family dollar they were spending. Put another way, we viewed ourselves as competing for the family’s grocery dollar. We built the case that they should use our store instead of going to the grocery store so often and, over measured time, we were the more economical choice. Which was more than marketing, it was empirically proven. Yet, I never believed the customer truly bought into that value proposition. Rather, I think we ultimately captured their entertainment dollar (not their grocery dollar) because the experience in our store was so fun and represented a diversion. So, when the economy collapsed, the first thing to get cut was entertainment and thus, we took a big nose dive.

    I’d be curious to hear if anyone had the same observations?

  • Bill Burke:

    I see the value in this industry; I was trying to defend it. Every person who is interested in this concept sees this website and reads your post. You are naive to think that it does not have an impact…..don’t you have something better to do with your life…move on.

  • Guest:

    @GuestN_C, I agree with all your observations, I think they are valid, however one further comment I got from a customers was,”I was put-off by having to do so much prep at home to complete the meals.” Or ” It took me much longer to cook it than the directions said.” Both of those cause a customer to look at the claims and disregard them as being false, thus they move on to something else a restaurant that cooks the food and they pick-up or pre-made meals that they can pick up at the grocery store where they are already.
    Another comment I heard was that they just didn’t have time to come to my store every month and go to the grocery store to pick up incidental things, so they cut out a trip to my store. Whether these were just handy excuses or not is immmaterial since the end result was that for whatever reason they did not come back.
    For those who think that Tuckerbox and this website was the impetus for the demise of the concept-again is stupid, since the grocery stores that have tried to incorporate this concept into the store didn’t succeed either. Addtionally a store in Chicago that used a revamped concept of selling only pre-made no fuss at home, closed too. Even those franchiese like SS found that having pre-made food in the freezer for quick pick-up did not change the downward spiral of their business. So what are we to conclude? That people are creatures of habit and perception. We used to think it was a lack of education. I came to discover that it was that the concept was just not attractive nor feasible to most folks. It simply did not make enough sense to people to initiate a change of habit or lifestyle and the only reason most franchisors continue to sell or chrurn stores is delusional perspectives. Some stores in niche markets have made it, one is Columbia Missouri another is Dinner Zen in Reston Va. Why? well I beleive in Dinner Zen’s case is that she is in a pretty recession proof area a very high concentration of wealthy and gov’t professionals that desire her service and have the disposable income to buy it.
    As for Bill’s grumbly comment that I “get a life”, I have Bill and happily it doesn’t include an MAK. I dabble in culinary endeavors on my own terms and am very successful at it, thank you. I have given up the belief that MAK’s will succeed “if only” outlook, again to my eternal happiness and sanity.
    We were trying to have in impact here that was the reason for the site to begin with, but not for the reason Bill thinks. My reason is because it was a safe place to vent and start the healing process. The impact we had was a positive one for about 800-1000 reasons and for the innumerble people who were stopped from buying into this mess. This was a counter point to the mis-information that was being disseminated by the very people who had a vested interest in seeing this insanity continued. Thank goodness this site was here for that impact. Bill I’m sorry you lost your neighborhood MAK, but I can tell you that in all likelyhood the story behind the person who owned that MAK was a sad and devasting one that surpasses any “inconvenience” you have experienced.

  • And another thing....:

    Guest and Guest_NC, you’ve both pretty much nailed it. I would add one or two smaller points to the discussion, and then I think we’ve accounted for why Meal Assembly is a “no show”, why it will never account for more than a hundredth of a percentage point of the American food dollar.
    I agree the cost of entry for the consumer was too high. And I would argue that in most instances it was greater than _NC’s $125. The guest ended up with a freezer full of food. Little notes designed to post on the refrigerator reminding the customer to thaw for Wednesday dinner are cute, but not practical. So when the MA franchisee expected the customer to return, she still had six meals in the freezer..
    I agree that the customer was torn between whether meal assembly was “entertainment” or family groceries. It’s hard to argue the latter, when so much marketing was designed to appeal to the former! I think the franchisors were trying to have it both ways, enticing with entertainment but trying to justify by competing for the family meal.
    Perhaps this last idea, the conflict of entertainment vs. utility, explains my last argument why meal assembly failed. In terms of Marketing, you need to decide what “need state” your product satisfies in the consumer’s mind. And that’s what you market towards. The Franchisors wanted to have it both ways (appeal to the entertainment value but justify the spend against the family grocery bill) and they ended up loosing it entirely.
    For those independants that are able to sift through this all and eek out a living, more power to you. For anyone still contemplating selling the family jewels to buy a franchise, think again. For anyone that thinks this site is responsible for the massacre, go have another glass of KoolAid.
    As for Mr. Burke, I’d be very interested to read what you believe is the value of this industry… you say you believe in “it”. What exactly do you believe?

  • Guest:

    Yes, I think you brought up a very valid point, let me digress here for a second…I went to the pied piper of merry-men @mealprep and found that you could get”information” on the 1300+ MAK’s that have closed. I personally think that reflects directly the activity on this site. It has gone from a projected of BILLIONS of dollars in sales(by the pied piper of merry-men)from a projected several THOUSAND MAK’s just in the U.S.(by the pied piper of merry-men)to now just a few hundred opened-most of whom are unconfirmed still opened.
    So anyone who takes the time to look at the statistics can see that this industry is DOA. This however, doesn’t stop people’s delusional insanity to “think they can do it better.” That, “they have the magic idea” that will make this work.
    Back to aat’s comments, Yes, the marketing was mixed message, yes, we wanted people to come to our stores to have “fun”, yes the Zor’s wanted to have it both ways. The marketing genius’ that they were(and most Zor’s WERE professional marketers by trade & training). We as Americans are used to be lead by the nose by marketers to buy certain things, so why didn’t this work? Why was the marketing message sucha clunker? I’m not sure if the answer to that question is as important as why the public didn’t buy into it, why didn’t they see the percieved value of the product? Why didn’t they see the value? I personally think it boils down to,it’s not a good fit for our society. The concept itself is flawed from both an operational model to the cutomer model. Tucker’s right to succeed this concept needed at the VERY LEAST 400-500 butts through the door. That’s full sessions for everytime the door is opened. I read one “for sale” that said they had a “healthy” data base of 6000 customers, that means only 1% of those people needed to come through the doors every month, AND YET this store has been up for sale(and could have closed by now) for OVER 2 YEARS…Another aside here about the pied piper of merry MAK men, when you see SOLD on the site for stores, a vast majority of those stores just closed, so the is misleading for people who go there looking for a place to lose their money…
    I personally don’t think that even a good marketing plan/strategy could make this concept work…

  • Bill Burke:

    You have very elaborate explanations on why you failed…None of them seem like obstacles that you could not have overcome if you focused on the positive instead of the negative. You are all very rude, I expect you would fail at whatever you try to do. As for me, I have more productive things to do with my time, Good bye.

  • Guest:

    @Bill another comment from someone who has NO CLUE about the operation of an MAK…we would all be friggin gazillionaries if it was as easy as”focusing on the positive instead of the negative” jeesh, we’re rude because we’re trying to explain to you why your local MAK failed. Was it full everytime you were there, were the people there “positive” If you answered yes to the last question then your exortation to “be positive” to be successful was blowing smoke up my skirt. Tell ya what Mr. Burke….walk a mile in my shoes or anyone of my former franchisee owner compatriots and then come back here and tell us how successful we “could” have been had we just be a little more “positive.” Unless you have a clue, don’t try to tell any of us how we could have succeeded.;-D

  • Bill Burke:

    I had to look back…….you don’t need my help with your castration. Someone should take your scissors away.

  • SS:

    I think Bill, must be Bill Byrd of SS. That was same line of total and complete BS that he fed us.

    We ignored all nay-sayers and focused on the positive while opening multiple sites and draining all savings and retirements (including my parents)

    I “kept positive” as we continued draining all the money away, and stayed positive as I spent thousands of hours contacting every PTA, school, church, little league, etc – to convince them they needed MAK.

    I stayed positive as I gave birth to and the missed the first TWO YEARS of my youngest child’s life – convinced I was working to secure her future.

    Staying positive was a way to delude ourselves from the reality that no matter how hard we tried, how much money we spent (including build out that was TWICE as much as promised) this was a disaster of a concept. I have watched as several other of my SS family have disappeared, and 3 DD kitchens and 3 independent kitchens have gone away as well.

    Bill and Judie have a special place reserved for them – They are evil incarnate

  • Guest:

    Bill, all the happy thoughts, prayer meetings, spa days, three margarita lunches and god kerplunks in the world won’t mask the fact the business model of the “concept” is fatally flawed.

  • Guest:

    I won’t say evil incarnate, but definately not honest people of any kind of integrity. I guess lots of easy money can do that to some people, I know it happened in our small little corner of MAK hell too. With all the crap going on in the country/world the MAK dipsh*ts will all probably be happy since they all live in delusional land anyhoo. Gonna be pretty academic since we’ll all be scavenger hunters by the time this “recession” is over.
    Since my mind doesn’t work the MAK Zor way, I don’t understand the mindset or behavior pattern except to know its wrong and no amount of kum by ah and happy positive thoughts are going to make this mega-loser a winner.
    SS, I’ve walked in your shoes and understand and empathize with ya. I wish you blessings and good things from now on in your future. Prepare for the coming storm…

  • Guest:

    @ Bill, LOL if you are of Bill and Judie “fame” her show stinks!IMO. She should have stuck with whatever she did before MAK, Marfa Stewart she ain’t. Since I’m not a bull but a heifer, no need for scissor on me dude, but thanks for the offer! You may have meant castigation? Which is a little different that castration but you as a guy would know that right?
    Anyhoodle, I love how you JUST HAD to look back, what a hoot. No one in this biz has any idea how to “succeed” whatever that means unless it means, don’t loose your a**es on a loser proposition. Success is defined differently by each person, but there are no winners on the zee side of this biz.

  • I’ve finally had a chance to read over all these comments and I really wish I was powerful and influential enough to take credit for taking down an entire industry. That would be one hell of a thing to put on a resume!

    There is no doubt that customers see the posts on this site and that’s just the way it is. Considering so many “customers” decide they need to be franchise owners they should be privy to the real story behind how these franchises work and how they’re run at the corporate level. The franchisors have been lying for years about the potential of a meal assembly store, and still continue to do so. Customers should be aware of what they’re stepping into. I won’t apologize for that, and I have no regrets. As you say, “move on”.

    There were some really great comments about why meal prep has failed to launch. Obviously the big one is that people are engrained to go to the grocery store or order fast food. Things outside that way of thinking don’t seem to latch on with most folks. They want quick and convenient and above all, something they’re familiar with. They go for burgers and pizza. Kids eat it and you can get it anywhere. Breaking people out of that routine month after month is a really hard sell and those at HQ clearly misunderstood that. And still do.

    With that, the meals aren’t exactly quick or convenient are they? You have to spend a few hours making it yourself, then there is still prep work at home. Customers have to remember to actually defrost the food, which means they need to plan. If they could plan, they could make the meals themselves. And when the food is defrosted, there is “prepare this”, “cook that”, “separate this”, “combine and whisk that”. It isn’t a simple matter of putting it into the oven and walking away, or a quick 10 minute reheat at the stove. It’s become way too time consuming to prep it on top of all the time they’ve previously spent making it. And that’s if they took it out of the freezer to begin with. Forgot to defrost? Call for a pizza.

    And that leads into this comment, which I really love:
    “we viewed ourselves as competing for the family’s grocery dollar. We built the case that they should use our store instead of going to the grocery store so often and, over measured time, we were the more economical choice.” “we ultimately captured their entertainment dollar (not their grocery dollar)”

    This is a huge problem for meal prep, it never fit in. The advertising kept saying, “come down, have a glass of wine, make meals”, “have a girl’s night out, get away and make meals”, “socialize and get a jump start on dinner”. So was meal prep fun and games or a serious replacement to grocery shopping? Cleary the seeds of confusion were being planted left and right. While any gimmick is a good one to get customers in the door, in reality, trying to tap dance on both sides of that fence was ultimately the wrong thing to do. Meal prep wasn’t being taken seriously since it was just drinking and goofing off, with ingredients coming out of a can and stickers being slapped on the wrong meals. Sure, that’s a touch of a stereotype, but you get the point and you can’t say it never happened.

  • guest:

    TB…that last thought was one (surprisingly enuff) that I never thought of for all the years I’ve been railing against this fad. Why? I guess because I felt it was a great marketing ploy to get a*ses in the door, never really realizing how confusing it was to the perception of the fad. We saw it as a business a livliehood and listened to the “professionals” at HQ & they said it was the way to go. Who doesn’t want to “have fun” doing a chore, but as you pointed out, once they got stuff home they were in “real world” time and hassle. It became one more thing to plan, one more thing to do when they got home. So it was religated to “entertainment”, & when disposable income dried up, so did the scant customer base we had.
    We can discuss this all we want why, how, why not…but to me personally this is all about the human and emotional toll to families around the country & even in Canada, who bought into this thing and lost and some lost BIG and have yet to recover. I guess that’s why what ole Billy boy had to say chafed me so much. He whined because he lost his neighborhood MAK, attacked the messenger, and then called US rude…seriously?

  • Bill Burke:

    Tuckerbox, the fact that you “jokingly” express “that I really wish I was powerful and influential enough to take credit for taking down an entire industry. That would be one hell of a thing to put on a resume!” speaks to the true nature. Those that act without regard to how what they do affects other people are the most destructive force in the universe. (Dale Carnegie) These people that own stores and sing your praise should be reconsidering their adoration since you are partly to blame for their lack of success. For the Record, I never gave you “full credit” Everyone knows we are in a recession. Don’t break your arm patting yourself on the back.

  • guestoo:

    Egads, he came back. I personally think that TB is in NO way even partly to blame for anyones failure. You failed to really LISTEN to what those of us here had to say. We sing TB’s praises because of the SERVICE TB et al did for us. TB gave us a place to talk about our failed businesses in a safe place that gave us healing. We had some spirited debates over why Meal Prep was a bust. It was a fad that stole more than money from those of us who signed up. Some people lost more than money, it destroyed familes. The only people to get rich from this failed concept was the zors, who made big money, the rest of us not so much. Everyone and their brother blamed the store owners for their failure, those of us who bought that (for a while) found this site and were able to work our through our loss. TB may be a villian to only those who weren’t victims of this business model, in other words the only people who made money on this endeavor.
    TB and this site are far from being destructive in my humble opinion, those ppl here that I met, even those I strongly disagreed with, helped me through a very hard time in my life. I’m deeply grateful for TB and everyone I was able to connect with if even for a short time.

  • Guest: Thank you for the kind comments.

    Bill: Since you feel I’m the meal assembly killer, let me ask you this; what did you do to save this industry? Did you visit a meal assembly store EVERY month and buy the full menu offering? Did you bring friends with you and make sure they too signed up every month? Did you tirelessly promote the store that you visited by handing out flyers, visiting schools, talking to other business owners, preparing meals ahead of time, buying gift certificates, hosting radio giveaways, talking with newspapers, and attending trade shows and events? Well if not, then you have failed the meal assembly industry and all the owners out there. You simply weren’t pulling your weight and making the commitment necessary to keep this business moving. You have failed us all and are just as responsible for the death of this industry as you claim I am. You didn’t support it, you didn’t nurture it, you didn’t sacrifice for it. You didn’t throw all your money into it. You should be ashamed of your lazy, lack luster approach to this business. It’s because of people like you, those who wouldn’t commit on a regular basis that this industry shriveled up and died.

    Or it could have been that this simply isn’t a franchisable model and was doomed to failure from the beginning. There is also the fact that not a single franchisor was actually qualified to sell this business, but you can read all about that in other posts.

    If this site and the comments left here stopped people from buying franchises and thus going bankrupt, then everyone should pat themselves on the back. People shouldn’t be afraid of speaking about their own experiences and their own embarrassments if that helps other people from making the same mistakes. Getting involved in meal prep is a financial disaster and people need to be made aware of that. Allowing people to lie and steal without regard or consequence is not something anyone should tolerate. This is a bad business run by bad people and by the massive amount of store closings there isn’t a whole lot of evidence that contradicts that.

  • Heather:

    I was totally going to chime in that that had to be Bill Byrd but someone beat me to it.

    I don’t think that TB HELPED the industry, but s/he surely didn’t – and couldn’t – destroy it on it’s own. What TB did was help all of us floundering store owners realize that we weren’t the only ones floundering. And once we realized that – we started demanding more from our zors. Heaven forbid! And once we realized we weren’t getting anything more – we made the hard, but right, decision to close.

    I was grateful to have a place to come and help me realize the future of the industry.

  • Guest:

    Not sure the best place for this, but if you have a look at the DD website, they have a store set to OPEN in Illinois. That’s right, they actually found someone stupid enough to buy a NEW location. What’s the over/under on them still being open in 365 days?

  • guesttoo:

    Guest the answer to that is zero to none…stupid is right, I don’t feel sorry for anyone who buys one of these dogs now, there is just too much good information on why this is a bad investment.

  • Guesthree:

    Bet they partied hearty over there in River Town when that deal was inked!

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