You get tired of saying it long before customers get tired of hearing it.

If you make the best burger in town you’re going to get tired of making the best burger in town.

And when you get tired of it you’re tempted to change it.

But no one who comes through the doors is tired of it or wants you to change it.

Keep serving the burger.

Sometimes looking for something new and fresh is a reaction to boredom. But people don’t go to burger places to try the escargot.

Embrace the boring.