What Are Alternative Franchise Chains to Red Robin Gourmet Burgers and Brews Franchise
Considering alternatives to the Red Robin Gourmet Burgers and Brews franchise? Explore a diverse landscape of opportunities in the booming fast-casual dining sector, where innovation and customer experience are key. Discover how a well-crafted Red Robin Gourmet Burgers and Brews Franchise Business Plan Template can be a cornerstone for evaluating various lucrative ventures in this dynamic market.

| # | Alternative Franchise Chain Name | Description |
|---|---|---|
| 3 | Smashburger | Smashburger offers a compelling gourmet burger franchise experience with its proprietary 'smashing' technique, creating a unique, high-quality product in the competitive fast-casual market. Backed by Jollibee Foods Corporation with over 220 locations, it demonstrates resilience and adaptation through technology like online ordering and delivery, which significantly contributes to its sales. |
| 4 | Culver's | Culver's is a top burger franchise known for its unique ButterBurgers, fresh frozen custard, and exceptional 'Midwestern hospitality' service model, boasting incredibly strong unit-level economics. With over 950 restaurants and consistent year-over-year growth, Culver's presents a stable, proven, and highly profitable business model for prospective owner-operators. |
| 5 | MOOYAH Burgers, Fries & Shakes | MOOYAH Burgers, Fries & Shakes offers a highly customizable, premium product in a modern fast-casual setting, making it an accessible franchise opportunity focusing on a 'best burger' experience. With robust franchisee support, streamlined kitchen design, and strong average unit volumes, MOOYAH showcases significant potential return on investment. |
Key Takeaways
- Several fast-casual burger franchises like The Habit Burger Grill, Smashburger, and Culver's offer alternatives to Red Robin, often with lower startup costs and different service models.
- Red Robin's estimated initial investment ($25-$36 million) is significantly higher than many alternatives, with fast-casual options like MOOYAH Burgers, Fries & Shakes ranging from $550,000 to $750,000.
- While Red Robin has a full-service bar, many competitors focus on a streamlined menu and operational model, impacting licensing, operations, and revenue streams.
- Franchisee financial qualifications for premium burger franchises typically require a minimum net worth of $750,000 and liquid capital of $250,000 or more.
- Prospective franchisees must review the Franchise Disclosure Document (FDD) for detailed financial information, fees, and performance representations before investing.
What Alternative Red Robin Gourmet Burgers and Brews Franchise Unit Options Exist?
For entrepreneurs exploring franchise opportunities in the gourmet burger segment, several compelling alternatives to a Red Robin Gourmet Burgers and Brews Franchise Unit exist. These options cater to a similar market but often differ in operational models and investment structures. Understanding these distinctions is key to making an informed decision.
What franchises are similar to Red Robin?
Several restaurant franchise options offer a comparable gourmet burger and casual dining experience. Brands like The Habit Burger Grill, Smashburger, and Culver's are frequently cited as strong contenders. These establishments focus on high-quality ingredients and often feature a more streamlined operational model compared to the full-service approach of a traditional Red Robin. A significant difference often lies in the service model. While a Red Robin unit is a full-service, sit-down restaurant, many alternatives operate within the fast-casual dining franchise space. This shift can lead to reduced labor costs and a smaller real estate footprint. For perspective, as of 2025, the average fast-casual restaurant typically operates with 15-20 employees, a notable contrast to the 50+ employees often required for a full-service model like Red Robin. These alternatives generally center their menus around premium burgers, fries, and shakes, targeting a similar customer demographic but with different service expectations. The gourmet burger market itself is experiencing robust growth, with projections indicating an annual increase of 6.5% through 2025, and the fast-casual segment is expected to capture over 60% of this expansion.
Are there other burger franchises like Red Robin?
Indeed, the market presents numerous burger franchise opportunities that directly compete within the 'better burger' segment. These brands offer high-quality, customizable burgers and a family-friendly atmosphere, making them direct gourmet burger franchise comparisons. For investors specifically looking for burger franchise options besides Red Robin, brands such as Five Guys are highly popular, albeit with a simpler menu. Culver's, on the other hand, provides a broader menu, highlighted by its signature ButterBurgers and frozen custard, which appeals to a wide family demographic. As of early 2025, Culver's has expanded to over 950 locations, showcasing a strong and growing presence, especially when compared to Red Robin's approximately 530 units. These Red Robin franchise alternatives often come with varying investment levels and operational demands. A crucial differentiating factor can be the 'and Brews' component; many alternatives do not feature a full bar, which can simplify licensing and operational complexities, while also representing a different approach to revenue generation.
Tips for Evaluating Burger Franchise Alternatives
- Analyze the Service Model: Understand the difference between full-service and fast-casual operations and how they impact labor, real estate, and overall investment.
- Compare Menu Offerings: Evaluate how closely the alternative's core products align with your target market's preferences within the gourmet burger space.
- Review Unit Economics: Look beyond initial investment and consider average revenue per unit, profitability metrics, and payback periods for comparable franchise systems.
- Assess Brand Recognition and Market Saturation: Research the brand's standing in the market and identify potential areas for growth versus established competition.
When considering alternatives, it's also beneficial to review the pros and cons of owning a Red Robin Gourmet Burgers and Brews franchise. What are the Pros and Cons of Owning a Red Robin Gourmet Burgers and Brews Franchise? can offer valuable insights into the established brand's operational landscape and potential returns.
What Are The Investment Level Alternatives?
How to invest in a burger franchise?
Investing in a burger franchise starts with a clear understanding of your financial standing compared to the franchisor's requirements. For premium burger franchises in 2025, this typically means having a minimum net worth of at least $750,000 and liquid capital of $250,000 or more. It's crucial to meticulously review the Franchise Disclosure Document (FDD) provided by the franchisor. This document is your roadmap, detailing the total estimated initial investment, ongoing fees, and financial performance representations, all vital for evaluating any burger restaurant franchise investment opportunities.
The final step involves securing the necessary funding. Many entrepreneurs turn to SBA loans or conventional financing. Lenders in 2025 are particularly keen on established fast-casual dining franchise brands that demonstrate proven unit economics. For top-tier franchises, loan approval rates are often exceeding 85%.
Finding a burger franchise with lower startup costs than Red Robin?
Absolutely, there are many alternative franchise models for burger restaurants that offer a more accessible entry point compared to a full-service, sit-down concept. A Red Robin Gourmet Burgers and Brews Franchise Unit, as of 2025, requires an estimated initial investment ranging from $25 million to over $36 million, placing it at the higher end of restaurant franchises. For those looking for Red Robin franchise alternatives, exploring fast-casual brands can be a strategic move.
Brands like MOOYAH Burgers, Fries & Shakes, for instance, present a more attainable investment, with a total estimated investment of $550,000 to $750,000. This represents a significant capital saving, potentially over 70%, when compared to a new Red Robin build-out. This cost difference is largely attributed to smaller real estate requirements, typically 1,600-2,000 sq ft compared to Red Robin's 5,000-6,000 sq ft, reduced kitchen equipment packages, and the absence of a full-service bar. These factors make them attractive franchise opportunities for burger business owners with less initial capital. If you're curious about the earning potential of such ventures, understanding How Much Does a Red Robin Gourmet Burgers and Brews Franchise Owner Make? can provide valuable context, even when comparing different franchise models.
Key considerations for investing in burger franchise opportunities:
- Financial Preparedness: Ensure your net worth and liquid capital align with the franchisor's minimum requirements.
- FDD Deep Dive: Thoroughly analyze the Franchise Disclosure Document for all investment and operational details.
- Funding Strategy: Explore SBA loans and conventional financing, especially for brands with strong unit economics.
- Alternative Models: Consider fast-casual burger franchises for lower startup costs and potentially quicker ROI.
Is Red Robin a Good Franchise to Own?
When considering a franchise opportunity, understanding the financial commitments and the brand's current market position is crucial. For a Red Robin Gourmet Burgers and Brews franchise, the investment and ongoing fees are significant factors to weigh. As of early 2025, the initial franchise fee stands at $35,000. This is typical for a full-service restaurant concept and covers the right to use the brand and its established operating system. However, this is just the starting point.
Beyond the upfront fee, franchisees are responsible for ongoing royalty payments, which are set at 5% of gross sales. This percentage directly impacts the unit's profitability over time. Additionally, there's a national advertising fund contribution of 2% of gross sales, alongside a local marketing requirement that can reach up to 2.5% of gross sales. This brings the total potential marketing spend to 4.5% of revenue, a considerable aspect when evaluating if Red Robin is a suitable franchise investment for you.
What are Red Robin's franchise fees in 2025?
The initial franchise fee for a Red Robin Gourmet Burgers and Brews Franchise Unit is $35,000. This fee is standard for a full-service dining concept and grants access to the brand's name and operating system. Ongoing costs include a 5% royalty fee on gross sales and a 2% national advertising fund contribution. Local marketing requires an additional spend of up to 2.5% of gross sales, totaling a potential 4.5% for marketing efforts.
What is the state of Red Robin's brand in 2025?
In 2025, Red Robin remains a recognizable name in the casual dining sector, known for its wide selection of burgers and family-friendly atmosphere. However, the brand has been navigating increased competition and is currently undergoing a strategic turnaround. This initiative focuses on enhancing the guest experience and streamlining operations. Recent reports from late 2024 indicated modest same-store sales growth, between 1-2%. The company's 'North Star' plan includes simplifying the menu, introducing value-driven offerings, and upgrading its loyalty program through technology enhancements.
While brand recognition is strong, prospective franchisees should conduct thorough due diligence. This includes a detailed analysis of the latest financial performance data found in the Franchise Disclosure Document (FDD). It's also important to compare the high initial investment required against other available franchise opportunities within the gourmet burger market. For those interested in the specifics of opening a location, you can find a detailed guide on How to Start a Red Robin Gourmet Burgers and Brews Franchise in 7 Steps: Checklist.
Key Considerations for Red Robin Franchisees
- Initial Investment Range: Be prepared for an initial investment between $1,865,000 and $4,115,000.
- Net Worth Requirement: A net worth of $1,000,000 to $1,500,000 is typically required.
- Revenue Benchmarks: Average annual revenue per unit was approximately $3,182,136, with median at $3,097,311 based on FDD data.
- Breakeven and Payback: The estimated breakeven time is around 24 months, with investment payback estimated at 35 months.
For those exploring alternatives to the Red Robin franchise, it's worth examining other burger franchise opportunities. Comparing different burger franchise opportunities will provide a clearer picture of market saturation and potential return on investment. Understanding what franchises are similar to Red Robin can lead to discovering burger restaurant franchise investment opportunities that better align with your financial goals and risk tolerance.
Alternative Franchise Chain #1: The Habit Burger Grill
When exploring alternatives to the Red Robin Gourmet Burgers and Brews franchise, The Habit Burger Grill presents a compelling fast-casual option within the burger sector. Known for its quality 'Charburgers' and a menu designed to foster strong customer loyalty, it stands out as a prime burger franchise opportunity. This brand is actively seeking experienced, multi-unit operators for further development in the US as of 2025, benefiting from the substantial corporate backing and global expertise of its parent company, Yum! Brands, since its acquisition in 2020.
Why consider The Habit Burger Grill franchise?
The Habit Burger Grill is a leading fast casual dining franchise recognized for its award-winning 'Charburgers,' diverse menu, and strong brand loyalty, positioning it as one of the best burger franchises to invest in. The acquisition by Yum! Brands in 2020 has provided The Habit with significant corporate support, supply chain advantages, and extensive global expansion experience. As of 2025, the brand is actively pursuing multi-unit development with seasoned operators across the United States. The brand’s AUV (Average Unit Volume) for company-operated drive-thru locations was reported to be approximately $19 million in 2024, demonstrating robust revenue potential within an efficient fast-casual model, especially when compared to larger casual dining competitors.
What is The Habit's investment level?
The total estimated initial investment to open a The Habit Burger Grill franchise in 2025 is projected to be between $14 million and $19 million. While this represents a substantial financial commitment, it is considerably lower than the investment required for a Red Robin Gourmet Burgers and Brews Franchise Unit. Franchisees are expected to have a minimum net worth of $3 million and at least $15 million in liquid assets. The company is primarily targeting experienced, multi-unit operators for its development plans. The ongoing royalty fee is set at 5% of gross sales, with an additional 4.5% contribution to marketing efforts, which is competitive within the restaurant franchise sector, especially considering the brand's recognition and support structure.
| Investment Range | $14 million - $19 million |
| Minimum Net Worth | $3 million |
| Minimum Liquid Assets | $15 million |
| Royalty Fee | 5% of gross sales |
| Marketing Contribution | 4.5% |
| 2024 AUV (Company-Owned Drive-Thru) | Approximately $19 million |
Tips for Evaluating Burger Franchise Alternatives
- Focus on Unit Economics: Always scrutinize the Average Unit Volume (AUV) and compare it to the initial investment. Higher AUVs, like The Habit's reported $19 million in 2024 for specific locations, can indicate stronger revenue-generating potential, but this needs to be balanced with operational costs.
- Understand Support Structures: Evaluate the level of corporate support offered. Brands like The Habit, under Yum! Brands, often benefit from established supply chains, marketing expertise, and operational guidance.
- Assess Brand Growth and Trajectory: Consider the brand's current expansion phase and its strategic growth plans. Brands actively seeking multi-unit operators, like The Habit, may offer more immediate development opportunities.
- Compare Fee Structures: While royalty and marketing fees are standard, their percentages can significantly impact your bottom line. Compare these fees across different franchise opportunities to understand their long-term financial implications.
Alternative Franchise Chain #2: Five Guys
When considering alternatives to a full-service burger restaurant like Red Robin, the fast-casual burger market offers compelling options. One such prominent choice is Five Guys, known for its streamlined approach to burger artistry.
How does Five Guys compare to Red Robin?
Five Guys presents a distinct operational philosophy compared to Red Robin. Its focus is sharply on a limited menu: burgers, fries, and hot dogs. This simplicity significantly cuts down on training time and operational complexity, allowing for a more efficient workflow. Unlike Red Robin's broader menu and full-service bar, Five Guys operates in the premium fast-casual space. This usually translates to a smaller physical footprint, typically between 2,000 to 3,000 square feet.
The brand has cultivated a strong, almost devoted following, positioning itself as a top choice for burger enthusiasts. As of early 2025, Five Guys consistently reports an Average Unit Volume (AUV) exceeding $12 million. This impressive figure highlights high sales volume driven by its focused, efficient business model.
What are Five Guys' franchise requirements?
The initial franchise fee to open a Five Guys location is $25,000. However, the total investment for this fast-casual concept is considerable. As of 2025, the estimated total investment ranges from approximately $306,000 to $716,000, with real estate costs being a major variable. In comparison, the initial investment for a Red Robin franchise can range from $1,865,000 to $4,115,000, according to their FDD data.
Ongoing financial commitments include a 6% royalty on gross sales and an advertising fund contribution of up to 2%. While the royalty rate is higher than Red Robin's 5% royalty, the potential for lower overall investment and operational simplicity can be attractive trade-offs.
Key Considerations for Five Guys Franchisees
- Operational Simplicity: The limited menu simplifies training and day-to-day management.
- Brand Loyalty: A strong customer base often translates to consistent demand.
- Smaller Footprint: Potentially lower real estate and build-out costs compared to full-service restaurants.
Five Guys actively seeks franchisees who demonstrate not only a genuine enthusiasm for the brand but also possess strong operational experience. While specific financial requirements are not publicly detailed, the ability to fully fund the initial investment without heavy reliance on debt is a critical factor for prospective franchisees.
Alternative Franchise Chain #3: Smashburger
For those exploring alternatives to the Red Robin franchise, Smashburger presents a distinct opportunity in the fast-casual burger market. Its core differentiator is the proprietary 'smashing' technique, which is designed to create a more flavorful and satisfying burger. This focus on product quality positions it as a strong contender in the competitive gourmet burger franchise comparison landscape.
Is Smashburger a strong franchise opportunity?
Smashburger is indeed a strong franchise opportunity, particularly for entrepreneurs looking for a well-established brand in the fast-casual dining sector. As of 2025, it boasts over 220 locations globally. This expansion is supported by its ownership under Jollibee Foods Corporation, a major international food conglomerate. This backing provides significant advantages in terms of supply chain management, operational support, and international market access, making it an attractive proposition among burger franchise opportunities.
The brand has also shown a commitment to adapting to modern consumer preferences. Smashburger has successfully integrated technology to enhance customer experience and reach. Online ordering and third-party delivery services now contribute significantly to sales, often accounting for over 25% of revenue at many of its locations. This adaptability is crucial for long-term success in the dynamic restaurant franchise options market.
What are Smashburger's startup costs?
The financial commitment for a Smashburger franchise is substantial, with the total initial investment estimated to range between $630,000 and $15 million as of 2025. This broad range reflects variations in real estate costs, market conditions, and build-out requirements. While this may seem high, it's important to compare it with other franchise opportunities, especially those with similar market positioning. For instance, the initial investment for a Red Robin Gourmet Burgers and Brews Franchise Unit can be significantly higher.
The initial franchise fee for a single Smashburger unit is $40,000. Beyond this upfront cost, ongoing financial obligations include a 5% royalty fee, which contributes to the franchisor's operational support and brand development, and a 4% marketing fee. This marketing fee is allocated to both national and local advertising campaigns designed to drive brand awareness and customer traffic, a common practice among successful restaurant franchises.
Prospective franchisees should be aware of the financial prerequisites. Smashburger typically requires a minimum liquid capital of $500,000 and a minimum net worth of at least $1 million. These requirements ensure that franchisees have the necessary financial stability to navigate the initial startup phase and ongoing operational demands of running a successful burger restaurant franchise.
Tips for Evaluating Burger Franchise Opportunities
- Understand the 'Smashing' Technique: Research how Smashburger's unique cooking method impacts operational efficiency and product consistency.
- Analyze Market Saturation: Investigate the competitive landscape in your target market for gourmet burger franchises.
- Review Franchise Disclosure Document (FDD): Carefully examine the FDD for detailed financial performance representations and franchisee testimonials. For a comparison, you can explore How Does the Red Robin Gourmet Burgers and Brews Franchise Work?
- Assess Support Systems: Evaluate the training, marketing, and ongoing operational support provided by the franchisor.
| Smashburger Initial Investment Range | $630,000 - $15,000,000 (2025 est.) |
| Smashburger Initial Franchise Fee | $40,000 |
| Smashburger Royalty Fee | 5% |
| Smashburger Marketing Fee | 4% |
| Smashburger Liquid Capital Requirement | $500,000 |
| Smashburger Net Worth Requirement | $1,000,000 |
Alternative Franchise Chain #4: Culver's
Why is Culver's a top burger franchise?
Culver's stands out as a premier burger franchise opportunity due to its distinctive approach. It masterfully blends its signature cooked-to-order ButterBurgers with fresh frozen custard, all wrapped in an exceptional 'Midwestern hospitality' service ethos. This combination has cemented its reputation as one of the best burger restaurant franchises.
The brand demonstrates incredibly strong unit-level economics. As per the 2024 FDD data, the average gross sales for a Culver's restaurant exceeded $3.2 million, positioning it among the highest Average Unit Volumes (AUVs) in the fast-food and fast-casual sectors. This remarkable performance underscores its profitability and stability.
With a network of over 950 locations and a consistent growth trajectory of 50+ new units annually, Culver's showcases a proven and highly profitable business model. This sustained expansion signals a robust and reliable investment for prospective owner-operators looking for established burger franchise opportunities.
What is the investment for a Culver's?
The total investment required for a Culver's franchise is substantial, with estimates for 2025 placing it between $2.5 million and $6 million. This investment level is comparable to, and in some cases can exceed, the cost associated with a Red Robin Gourmet Burgers and Brews Franchise Unit, as detailed in our comparison on How Much Does a Red Robin Gourmet Burgers and Brews Franchise Cost?
The initial franchise fee is $55,000. The brand requires a 4% royalty fee and a 2.5% advertising fee. These fees are quite competitive when you consider the exceptionally high average unit volumes the franchise achieves, making it an attractive option among gourmet burger franchise comparison options.
Culver's maintains a strict requirement that the primary franchisee must be an on-site owner-operator. This individual is expected to complete a comprehensive 16-week training program. This hands-on approach ensures that brand standards and quality control are meticulously maintained across the entire system, a key factor for those seeking restaurant franchise options.
Tips for Evaluating Burger Franchise Opportunities
- Understand Unit Economics: Always scrutinize the average unit volumes (AUVs) and profitability metrics. For instance, Culver's average gross sales in 2024 were over $3.2 million, a strong indicator of financial health.
- Analyze Fee Structures: Compare royalty and advertising fees against system-wide sales. While Culver's has a 4% royalty and 2.5% advertising fee, their high AUVs make these percentages manageable.
- Owner-Operator Involvement: Consider franchises that require owner-operator involvement, like Culver's 16-week training program. This often correlates with better operational oversight and brand adherence.
- Growth Trajectory: Look at the brand's expansion rate. Culver's consistent growth of 50+ new units annually suggests a viable and scalable model for potential franchisees.
| Key Investment Factors | Culver's (Estimated 2025) | Red Robin (Based on FDD Data) |
| Initial Franchise Fee | $55,000 | $35,000 |
| Total Estimated Investment | $2.5M - $6M | $1.865M - $4.115M |
| Royalty Fee | 4% | 5% |
| Marketing Fee | 2.5% | 2% |
| Average Unit Volume (AUV) | >$3.2M (2024 data) | ~$3.18M (FDD Data) |
Alternative Franchise Chain #5: Mooyah Burgers, Fries & Shakes
When exploring alternatives to the Red Robin franchise, MOOYAH Burgers, Fries & Shakes stands out as a strong contender in the fast-casual burger segment. This brand offers a compelling value proposition for those looking to enter the burger franchise market with a focus on customization and quality ingredients.
Why choose a MOOYAH franchise?
MOOYAH is a prime example of alternative franchise models for burger restaurants. It provides a highly customizable, premium product within a modern and efficient fast-casual setting. This makes it one of the more accessible franchise opportunities for aspiring burger business owners. The brand's commitment to a 'best burger' experience, featuring Certified Angus Beef, house-baked buns, and hand-cut fries, directly appeals to discerning consumers in the gourmet burger space. As of 2025, MOOYAH has successfully implemented a streamlined kitchen design that is reported to improve throughput by over 20%.
Furthermore, MOOYAH offers robust franchisee support. This includes advanced technology solutions for online ordering and loyalty programs, comprehensive marketing assistance, and valuable real estate guidance, all of which are critical for new owners navigating the complexities of restaurant operations.
What are MOOYAH's franchise financials?
For individuals seeking a burger franchise with lower startup costs compared to some other established brands, MOOYAH presents an excellent choice. The estimated initial investment for a MOOYAH franchise in 2025 ranges from $551,918 to $715,161. This figure is notably lower than the estimated initial investment for a Red Robin franchise, which can range from $1,865,000 to $4,115,000.
The initial franchise fee for MOOYAH is $40,000. Franchisees are required to pay an ongoing royalty fee of 6% of gross sales and contribute 2% to a marketing fund, in addition to a 2% local marketing requirement. According to their 2024 Franchise Disclosure Document (FDD), the top 25% of MOOYAH restaurants achieved an average unit volume (AUV) of $1,354,738. This demonstrates a strong potential return on investment, particularly when considering a total investment under $1 million, which is a key metric for evaluating the best burger restaurant franchises for ROI.
Tips for Evaluating Burger Franchise Opportunities
- Research Average Unit Volumes (AUVs): Always look for the AUVs reported in the FDD, paying close attention to the top performers. This provides a realistic benchmark for potential earnings. For MOOYAH, an AUV of over $1.35 million in the top quartile is a strong indicator.
- Compare Startup Costs: Carefully review the total initial investment range for each franchise. Finding a burger franchise with lower startup costs than Red Robin, like MOOYAH, can significantly reduce the initial financial barrier to entry.
- Understand Fee Structures: Analyze the royalty fees, marketing fees, and any other ongoing charges. A difference of even 1-2% in royalty fees can impact profitability over time. MOOYAH's 6% royalty is competitive.
| Franchise Chain | Estimated Initial Investment (2025) | Initial Franchise Fee | Royalty Fee | Marketing Fee | Top 25% AUV (2024 FDD) |
|---|---|---|---|---|---|
| MOOYAH Burgers, Fries & Shakes | $551,918 - $715,161 | $40,000 | 6% | 2% | $1,354,738 |
| Red Robin (Estimated from FDD Data) | $1,865,000 - $4,115,000 | $35,000 | 5% | 2% | $3,182,136 (Average) |
When considering alternatives to owning a Red Robin restaurant, MOOYAH offers a distinct fast-casual dining franchise experience. It's a viable option for those interested in investing in a burger chain franchise that emphasizes fresh ingredients and a modern approach to the gourmet burger market. This makes it one of the best burger franchises to invest in for entrepreneurs looking for franchise opportunities in the gourmet burger market besides Red Robin.
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