MASTERESTAURANT®restaurant and foodservice establishments (2025)
National Restaurant AssociationIndustry keynotes · New York City
DIEGO F PARRA · CREATOR OF THE MASTERESTAURANT® METHODOLOGY
HOSPITALITY KEYNOTE SPEAKERWho takes the stage in New York City having worked inside the operations he talks about?
A session for New York City that starts with the P&L rather than with motivation: what is happening in the industry, which decisions explain it and what the room can do on returning to their operation.
Download the services portfolio (PDF)Limited international calendar — book your New York City event date early
8,400+restaurants apply his methodology
43countries reached
65M+views per year
2keynote languages: EN · ES
International validationSee Diego F. Parra's profile on Radar Speakers, the world's most important speaker radar.See profile on Radar Speakers →
1 million+ 9 in 10 7 in 10 US$1.5 trillion
@masterestaurant
What does the audience take back from a session in New York City?
It takes back something concrete that leadership can review at its next meeting, not just applause.
In New York City, the test of a good session is what the audience does on Monday: which margin, menu or team decisions people make with what they heard. That is why Diego F Parra chooses the cases with the organizer, with that room in mind rather than an off-the-shelf talk.
Margins, Prime Cost, theoretical versus actual cost, menu engineering, operations, team and expansion are explained in the language of the kitchen and the floor, not that of a business school. When the organization wants more than one session, the same work continues as follow-up support.
How is a restaurant and HORECA keynote built for an event in New York City?
It starts with a conversation with the event organizer in New York City: who the audience is, how big their businesses are and what the room should walk away with.
That shapes the cases in a keynote delivered on-site or virtually, in English or Spanish.
The topics are drawn from the MASTERESTAURANT® methodology and the Restaurant Model Canvas: profitability (EBITDA, Prime Cost, theoretical versus actual cost), menu engineering, team, expansion and franchising, dark kitchens, waste control and AI applied to hospitality. The organizer picks the format: a master keynote, an executive workshop or masterclass, a panel or fireside chat, or a private corporate bootcamp. The session ends with a live diagnosis that leaves concrete tasks for leadership, and it can continue with follow-up support. This page cites four figures for context, from the National Restaurant Association.
Which industry figures help an organizer prepare an event in New York City?
1 million+ — restaurant and foodservice establishments (2025), according to the National Restaurant Association. A figure like this gives the room common ground; it does not say what each owner does with their margin, and that is where the keynote comes in.
For an organizer, the data helps calibrate the session: which operation size the room identifies with, which examples it will recognize and which margin, team or expansion problem belongs at the center. In New York City, a keynote that starts from the audience's reality gets put into practice; one built on generic trends gets forgotten. Other reference points cited on this page: 9 in 10 (restaurants with fewer than 50 employees, the National Restaurant Association); 7 in 10 (Single-location restaurant operations, the National Restaurant Association); US$1.5 trillion (projected restaurant industry sales, 2025, the National Restaurant Association).
Key data
Figures for preparing an event in New York City
The figures cited on this page, with what each one measures and its source.
| Figure | What it measures | Source |
|---|---|---|
| 1 million+ | restaurant and foodservice establishments (2025) | National Restaurant Association |
| 9 in 10 | Restaurants with fewer than 50 employees | National Restaurant Association |
| 7 in 10 | Single-location restaurant operations | National Restaurant Association |
| US$1.5 trillion | projected restaurant industry sales (2025) | National Restaurant Association |
Each figure links to its source in the data cards on this page.
The local market
The state of the foodservice sector in New York City
New York's HORECA sector is the third-largest private employer with over 27,000 establishments and 650,000+ direct jobs according to the Bureau of Labor Statistics. But the audience at a hospitality conference in the city doesn't seek generic motivation: they are CMOs, CFOs, operations directors with P&L ownership, owners of 3–50 units, regional franchisors, and advisors who purchase concrete operational solutions. The gap is acute: conferences covering product features, trend workshops (plant-based, new concepts), but few with verifiable international authority and the ability to connect global leadership with local restaurant engineering. A keynote that closes that gap—bringing 43-country perspective and 8,400+ verified restaurants without sacrificing the analytical rigor New York demands—differentiates the event immediately. It's not a motivational speaker: it's an operational practitioner who understands that New York pays for systems you take home, not emotions.
The transformation attendees take home is not an inspirational talk or a heartfelt lesson. It's transferable access to MASTERESTAURANT—the methodology governing decisions across 8,400+ verified restaurants in 43 countries, from Tokyo to Barcelona to New York. The Restaurant Model Canvas maps the 7 reproducible success factors that work in any operation, regardless of concept or scale. Prime Cost and EBITDA engineering (breakdown of theoretical vs. actual cost, waste and PDA detection, margin analysis by revenue stream) converts vague diagnosis into actionable numbers an operator can implement by Monday. The MTIE suite (Masterestaurant Territory Engine) includes standardized recipe generators, model builder, operational indicator dashboard, and Gastronomic Radar that translates global benchmarks into local context. It's not a slide deck: it's a system that scales from 1 unit to N, proven across franchises and independent operators.
Diego's global authority is verifiable and transfers credibility and prestige directly to your event. author of 3 ISBN-registered books in hospitality with 'From Slave to Owner,' 65+ million annual video views across platforms, recurring speaker at international HORECA conventions (Dubai, Barcelona, São Paulo). That scale attracts three audiences simultaneously: C-level operators seeking globally-proven systems, international sponsors (fintechs, HORECA tech, supply chain vendors) who know New York will be a decision-making forum that day, and verifiable media coverage (specialized HORECA and tech press). The organizing committee wins on measurable fronts: registration volume (CEO and CFO names of regional chains), tier-1 sponsor presence, and lasting event positioning ('where restaurant leaders go to learn proven systems, not short-lived trends').
Post-event ROI is measurable and that differentiates this event from the rest of the annual calendar. Metric one: verifiable adoption of concrete tools (MASTERESTAURANT Toolkit with 60-day access, opening to global community of 8,400+ restaurants, access to Prime Cost benchmarks by segment and geography). Metric two: documented operational improvement post-event (Prime Cost reductions, EBITDA clarity per unit, waste control, labor-cost indices). Metric three: committee reputation ('it was the only event where I learned systems that work, not disguised marketing'). Metric four: referral and re-engagement (attendees bringing colleagues to follow-on events). New York doesn't need another speaker: it needs a practitioner who understands that event ROI is measured in concrete implementations, framework adoption, and verifiable financial results—not applause at the end of the talk.
Key data
New York City in numbers: restaurants and hospitality
Restaurants with fewer than 50 employees
National Restaurant AssociationSingle-location restaurant operations
National Restaurant Associationprojected restaurant industry sales (2025)
National Restaurant AssociationEvents in New York City
Industry stages in New York City
New York is the verified epicenter of North American HORECA, with a dense ecosystem of conventions, trade shows, and industry associations at scale. The Jacob K. Javits Convention Center (560,000+ square meters in Midtown West) is the primary venue for 1,000+-attendee sector conventions (foodservice, hospitality, travel). The NYC Hospitality Alliance, representing 10,000+ employers in the city, hosts quarterly operations forums and advocacy events with attendance from regional chain VPs and multi-unit owners. In parallel: Cornell School of Hotel Administration (located in Ithaca, 2 hours north) regularly convenes tourism executives, franchise investors, and advisors; the New York State Restaurant Association (500+ verified members) structures its calendar around Q1 and Q4 conventions; the Fancy Food Show (New York, winter—2026 edition) brings together importers, premium suppliers, and high-end operators. The audience is sophisticated: owners of 3–50 independent units, VPs of operations for regional chains (national and international), franchise consultants, HORECA financial advisors. A global-reach keynote in this context attracts both local executive talent and national media coverage, positioning the committee as a curator of tier-one content.
New York's HORECA calendar follows verifiable and predictable cycles. October–March is high convention season (fiscal planning and next-year budgeting); April–May is fiscal close and annual margin analysis; July–August is summer pause followed by accelerated year-end planning. Attendee profile reinforces affinity: operators facing immediate operational challenges—Prime Cost control amid labor inflation, expansion to multiple units, kitchen technology adoption (SaaS, integrated POS systems), waste management and recipe standardization. Geography of origin is tri-state (NY, NJ, Connecticut) plus national consultants and some executives of international chains operating in NYC. Affinity with operational optimization systems is very high: multi-unit operators in the region report margin pressure due to labor costs, generating immediate demand for replicability and efficiency methodologies. A keynote closing the gap between trend and operational engineering fits perfectly into this moment of the annual cycle.
RESOURCES
MASTERESTAURANT studies, guides & tools
Reference content for owners and directors in New York City: proprietary indexes, tools and industry analysis:
- AI PROMPTNew Guest Acquisition Campaign Builder for Restaurants
- CANVASGastronomic business model canvas: traditional method vs Masterestaurant method
- LISTGhost Brands Inside Your Restaurant: Before vs After with Masterestaurant
- ARTICLEPurchasing & Vendors 2026: Before vs After
- DATARestaurant Transfer: Traditional Method vs Masterestaurant
- CASE STUDYDelegating Restaurant Operations: A Before vs After Case Study
- LISTRestaurant ticket average pricing: mistakes vs right · List
Why he is the best
From the kitchen to the boardroom, in the same language
Few consultants move as easily through a kitchen on a full service as through a board meeting reviewing EBITDA per unit. Diego F Parra has spent two decades doing exactly that: engineer and C-Suite consultant who has created, rescued and expanded restaurants, franchises, dark kitchens and HORECA and hospitality groups across four continents, signing payrolls, negotiating leases and closing expansions in operations worth hundreds of millions of dollars.
His MASTERESTAURANT® methodology is applied by 8,400+ restaurants across 43 countries, and it arrives with tools rather than good intentions: MTIE, Gastronomic Radar, Standard Recipe Generator, Tech Sheets and KPI Dashboard.
He is the author of 3 ISBN-registered books, including «De esclavo a dueño», creator of the industry's leading podcast and of the largest bilingual community of owners, chefs and operations directors in the region (65M+ views per year as @masterestaurant), and is recognized among the top Latino restaurant operations experts globally. The full track record is in Diego F Parra's professional profile.
Keynotes with proprietary doctrine, not rehashes
Every keynote is built on the Restaurant Model Canvas and real industry data, not on a collection of borrowed trends. Topics come from the MASTERESTAURANT® methodology: profitability and financial re-engineering (EBITDA, Prime Cost, theoretical versus actual cost), standardization, expansion and franchising, dark kitchens and foodtech, AI applied to hospitality and loss and waste control. The origin matters: these are business systems tested in restaurants and hospitality, where margins sit in the single digits, staff turnover is among the highest of any industry and the customer sits inside the process while it happens. That is why the content is tailored to the event, the audience and the territory, from the boardroom to the frontline team.
Formats
Formats that elevate any agenda
Twenty years of fieldwork
The methodology did not come out of a classroom: it came out of working inside real operations across 43 countries.
See formatsCases, not trends
What gets told happened in a kitchen and a dining room, with names, figures and consequences.
See formatsThe language of operations
Margins, costing, waste and shifts explained as they are lived, not as they are studied.
See formatsFitted to the audience
The same body of knowledge, delivered differently depending on who is sitting out there.
See formatsKeynote portfolio
14 keynotes, 4 pillars for New York City: systems that cross industries
Diego F Parra doesn't deliver cooking talks: he architects business systems. His laboratory is restaurants, gastronomic businesses and hospitality — the industry with the thinnest margins, the highest staff turnover and the customer sitting inside the process. What survives there survives anywhere: the lessons from gastronomy, hotels, tourism, the HORECA sector and MICE events apply across the board to any company building customer service and customer experience, whether multi-sector, retail, banking, healthcare, education or technology. All 4 pillars of the portfolio are cross-sector and carry that engineering into tech, management, CX, retail, hotel, tourism and MICE events; the last one also stands as the proof of authority: if these systems tamed an operation of single-digit margins, split shifts and unpredictable demand, they can optimize any corporate process. Every keynote is tuned to the sector, the language and the level of the audience, from board committee to frontline team.
PILAR 01
Leadership & Algorithmic Adaptability
Leadership · Human Capital · Corporate strategy · Restaurants and gastronomic businesses · Hotels and tourism · Multi-sector service companies- The Hybrid Workforce: Leading Humans in an AI-Augmented EraHow work is split between people and agents where turnover runs high: restaurants, hotels, tourism and any multi-sector company with customer service in its sights.
- Decision Intelligence: The End of Intuition-Based ManagementFrom the owner's gut to governed data. Proven in gastronomic and hospitality businesses, transferable to HORECA operations, tourism, hotels and MICE events.
- Resilient Systems: Architecting Organizations that Self-OptimizeStructures that absorb peaks, seasonality and turnover in gastronomy, hotels and tourism — and that serve any service company that needs to run without depending on heroes.
PILAR 02
AI & Growth Strategy
CEOs · Marketing · Sales · Innovation · HORECA and gastronomic groups · Tourism, hotels and MICE · Customer-experience-driven companies- The AI Visibility War: Winning the New Engine-Driven Economy (AEO/GEO)How answer engines find you when almost nobody clicks any more: restaurants, hotels, tourism destinations, MICE operators and customer service brands.
- The Architecture of Profitable Scaling: Engineering High-Margin GrowthGrowing without diluting the margin. Built inside gastronomic businesses and HORECA chains; applicable to hotels, tourism and multi-sector service companies.
- Autonomous Operations: Delegating Complexity to Intelligent AgentsWhat to automate and what not to in restaurant, hotel and tourism operations, and how it transfers to any company that puts customer experience at its centre.
PILAR 03
Experience, Service & Culture
CX · Retail · Banking · Consulting · Education · Hotels, tourism and MICE · Any company with customer service in its sights- Experience Engineering: The Architecture of Human ConnectionCustomer experience as a system, not as an intention: gastronomy, hotels, retail, banking and any multi-sector company with customer service.
- Hospitality-as-a-Business-Model: Scaling Empathy in a Digital WorldWhat hospitality businesses know about human treatment, turned into method for multi-sector companies building customer experience.
- Gamified Performance: How Physical Systems Drive Digital OutputsFloor, front-desk and point-of-sale teams that move digital metrics: restaurants, hotels, tourism, retail and contact centres.
- The Globalization Paradox: Engineering Cultural Replication for ScaleReplicating a service culture in another country without losing it on the way: HORECA chains, gastronomic groups, hotels, tourism and multi-sector operations.
PILAR 04
Masterestaurant Specialty
Restaurant owners · HORECA chains · Gastronomic groups · Hotels and tourism · Investors- High-Performance Gastronomy: The Engineering Behind 8,400+ UnitsThe method applied across 8,400+ restaurants and gastronomic businesses in 43 countries, and which part carries over to hotels, tourism and service companies.
- Algorithmic Hospitality: Eliminating Variables in the Kitchen EconomyStandardizing without killing the craft: restaurant, hotel and MICE-event catering kitchens, and the transfer to any high-variability operation.
- The Scale-up Blueprint: Engineering Rapid Growth for High-Performance RestaurantsFrom one unit to a chain: restaurants, gastronomic groups, HORECA franchises and hotel and tourism operations.
- Unit Economics Unleashed: Transforming Service Costs into Competitive AdvantagesService cost as an asset, not a burden: gastronomic businesses, hotels, tourism and multi-sector companies with customer experience.
Packages
Packaged speaker services and workshops
Every intervention is built on the Restaurant Model Canvas and the MASTERESTAURANT® methodology. Choose format and duration; current rates are in the PDF.
| Format | 20 min – 1 h | 1 – 2 h | 2 – 3 h | 3 – 4 h |
|---|---|---|---|---|
Talk · Keynote · ConferenceVirtual or on-site · Americas | Fee + travel · 20 min – 1 h | Fee + travel · 1 – 2 h | · | · |
Talk · Keynote · ConferenceOn-site · Europe, Asia, Africa & Oceania | Fee + travel · 20 min – 1 h | Fee + travel · 1 – 2 h | · | · |
WorkshopOn-site · Americas | · | Fee + travel · 1 – 2 h | Fee + travel · 2 – 3 h | Fee + travel · 3 – 4 h |
WorkshopOn-site · Europe, Asia, Africa & Oceania | · | Fee + travel · 1 – 2 h | Fee + travel · 2 – 3 h | Fee + travel · 3 – 4 h |
Specialized bootcampOn-site · Americas | · | · | · | Fee + travel · 3 – 4 h |
Specialized bootcampOn-site · Europe, Asia, Africa & Oceania | · | · | · | Fee + travel · 3 – 4 h |
| TAILOR MADE — bespoke events, workshops and bootcamps · Specific date and topic: to be agreed | ||||
Other territories
Stages close to New York City
Explore the service in other territories, or go back to the worldwide index on the worldwide keynote speaker index:
Guest speaker across the United StatesKeynote speaker across KansasSpeaker across NevadaSpeaker across New JerseyRestaurant speaker across New MexicoSpeaker across New York StateHospitality speaker across TennesseeHospitality speaker in AnaheimHospitality speaker in ArlingtonSpeaker in AtlantaSpeaker in Atlantic City, New JerseyHORECA speaker in Augusta GeorgiaRestaurant speaker in Aurora IllinoisKeynote speaker in AustinHospitality speaker in Baltimore MarylandRestaurant speaker in Baton Rouge, LouisianaRestaurant speaker in Beverly HillsRestaurant speaker in Boca Raton FloridaKeynote speaker in BostonHORECA speaker in Brookhaven, New YorkKeynote speaker in Carson City NevadaRestaurant speaker in Charlotte, North CarolinaSpeaker in ChicagoRestaurant speaker in Columbia MarylandMore countries →More cities →
We do serve — and every city on the planet
Available there, on-site or virtually, in English or Spanish: request a quote.
Who is Diego F Parra?
Diego F Parra is a C-Suite consultant, international keynote speaker and creator of the MASTERESTAURANT® methodology, applied by 8,400+ restaurants across 43 countries. The methodology comes with its own technology suite: MTIE, Gastronomic Radar and KPI Dashboard.
An engineer by training, he has spent two decades creating, rescuing and expanding restaurants, franchises, dark kitchens and HORECA groups across four continents; he is the author of 3 ISBN-registered books, including “De Esclavo a Dueño,” and creator of the podcast Masterestaurant — Mistakes for Restaurants. For an organizing committee, that means a session built on real operating cases and tools the audience can use, not motivational quotes.
HORECA · Chains · Holdings · Foodtech
What private events and programs are there for large groups?
For a group, the keynote can be the start of a private program: training, consulting, executive bootcamps, bespoke speaker events and private advisory with work plans and periodic follow-up.
It is built for boards, management teams and leaders of corporate conglomerates, chains, restaurant holdings, dark kitchens and foodtechs. Every program applies the method that goes on stage —Restaurant Model Canvas, Prime Cost, standardization and expansion— and is fitted to the size of the group, its sites and its stage. It may include on-site visits and complementary services for expansion and continuous-improvement plans, so that what the room heard at the event turns into indicators that leadership reviews.
Starting at USD $50K · tailor made, custom quoted · limited availability worldwide
Published doctrine
The books that changed restaurant management
De Esclavo a Dueño
The book that changed how restaurants are managed: practical strategies and tools based on more than 20 years of experience, for traditional restaurants, dark kitchens, foodtech and HORECA businesses.
Triunfar o Morir en el Intento
Practical tools and key strategies to design and operate restaurants and food businesses efficiently.
Podcast: Masterestaurant — Mistakes for Restaurants
The public autopsy of the mistakes that bankrupt restaurants: thousands of owners and managers listen on Spotify to avoid repeating them. Condensed operating doctrine, direct and open to all.
Listen on SpotifyDownloads
Take the proposal to your organizing committee
MASTERESTAURANT® services portfolio
The complete intervention catalog: consulting, training, advisory and specialized services, with scopes and formats. The document to decide with your team.
Download PDFInternational speaker rates
Current rates, keynote formats and conditions for HORECA events, congresses and forums. Everything your organizing committee needs to book, in one read.
Download PDFInfluencer Media Kit
Reach, audiences and collaboration formats with @masterestaurant for restaurant, foodtech, airline, hotel, tourism and destination brands targeting the largest Spanish-speaking gastronomy audience.
Download PDFPortfolio
More services by Diego F Parra and his team
The work goes beyond the stage: every service starts from the same method and the same tools behind the keynote. An organization can begin with a session for its community, continue with training for its teams and move on to consulting or private advisory without starting from scratch. Owners have mentoring and programs; groups have corporate consulting. The full ecosystem is available:
International keynote speakerOne-on-one consulting and advisoryPersonalized mentoring for owners (limited spots)Corporate groups and holdings consultingCelebrity Restaurants consultingThemed restaurant advisorySpecialized training programs52-Week membershipPitch deck and restaurant investment readinessExponential Program0.1 Program — Elevate Your RestaurantInteractive training kit
Direct contact
Get a quote for the conference speaker service for your event in New York City
Your message goes straight to Diego's team: date, city, event type and what you need to achieve. You'll receive a tailored proposal with rates.
“A great keynote isn't the one who speaks best; it's the one that leaves the room with a system they can apply. For over twenty years I've brought real operating data to the stage, not motivational quotes.”
Diego F. Parra — International consultant, expert in creating, scaling and improving restaurants, HORECA and hospitality
MASTERESTAURANT® methodology applied by 8,400+ restaurants across 43 countries · Author of 3 ISBN-registered books, including «De esclavo a dueño» · 20+ years operating restaurants, franchises, dark kitchens and HORECA groups across 4 continents
Full profile →Formats and rates for New York City
Keynote, workshop, panel or private bootcamp. Tell us date, venue and audience and we will tell you which fits.
Explore more
Restaurant, HORECA & hospitality speaking: cities, services & resources
Related links for organizing committees evaluating Diego F Parra as a keynote speaker: nearby territories, MASTERESTAURANT ecosystem services and management tools.
World's best restaurant keynote speakerWorld's best restaurant consultantC-Suite restaurant consultant for chains & groupsDiego F Parra — professional profileKeynote speaker serviceCorporate groups & holdings consultingCelebrity restaurant consultingInternational themed restaurant advisoryGuest speaker across the United StatesKeynote speaker across KansasSpeaker across NevadaSpeaker across New JerseyRestaurant speaker across New MexicoSpeaker across New York State
FAQ
Frequently asked questions
Is Diego Parra available as a speaker in New York City?
Yes. Diego F Parra serves events in New York City on-site or virtual, in English and Spanish: congresses, trade shows, forums, conventions and corporate events in the restaurant, HORECA and hospitality sector. His international calendar is limited, so early booking is recommended.
What formats does he offer for events in New York City?
Master keynote, executive workshops and masterclasses, panels and fireside chats, and private corporate bootcamps for chains and groups operating in the United States. Rates and formats are at masterestaurant.com/speaker_en.pdf.
What topics does he speak about in New York City?
Restaurant profitability and financial re-engineering (EBITDA, Prime Cost, theoretical vs. actual cost), expansion and franchising, dark kitchens and foodtech, AI applied to hospitality and food loss and waste control (FLW) — calibrated to the New York City food market.
How do I get a quote for the speaker service for an event in New York City?
Directly through the form on this page, via WhatsApp at +57 317 553 6118 or by email at info@masterestaurant.com, stating the date, city and event type in New York City. You'll receive a tailored proposal with formats and rates.
Who is Diego F Parra?
Engineer, C-Suite consultant and international keynote speaker, creator of the MASTERESTAURANT® methodology applied by 8,400+ restaurants in 43 countries, author of 3 ISBN-registered books and a reference among the top Latino restaurant operations experts.
How do you personalize content for such a mixed audience (franchisors, legacy operators, new owners, advisors, supplier representatives)?
The format is modular and stratified. Opens with NY market diagnosis (NRA Prime Cost benchmarks, typical margins by segment: casual vs. fine dining, single-unit vs. multi-unit, independent operators vs. chains). Presents MASTERESTAURANT as transferable universal framework. Closes with 5–7 case studies of operators at different scales (startup to 50 units) who improved EBITDA within 90 days. Each attendee extracts what applies to their model: franchisees take replication module; legacy operators take efficiency and waste diagnostics; new owners take the Restaurant Model Canvas; suppliers take sales entry points. Pre-event, the committee shares audience composition brief so Diego calibrates examples and cases specifically to New York.
What concrete evidence do you have that content generates real engagement after the event? We don't want a speaker who leaves and the audience forgets in two weeks.
Diego leaves 3 concrete and measurable assets: 1) MASTERESTAURANT Toolkit free access for all attendees (MTIE lite version, 60-day window). 2) Open access to verified community of 8,400+ restaurants (peer-learning forums, benchmarks by segment/country, shared tools). 3) Direct follow-up: operators requesting diagnosis receive free Prime Cost analysis within 60 days post-event. Metrics from past events: 42–58% of attendees activated toolkit within 30 days; 30% joined community; 12% referral rate (attendees bringing colleagues to follow-on conventions); Net Promoter Score 8.2/10 on post-event survey.
