Nobody drives ninety minutes to buy milk.
People drive ninety minutes to Mitsuwa.
They arrive on a Saturday, eat lunch in the food court, buy groceries, browse a bookstore, get a pastry, look at housewares, and leave four hours later.
That is not grocery shopping. That is an outing.
And the difference between those two words is worth an enormous amount of money.
Because a grocery trip is a chore you minimize. An outing is a thing you look forward to, plan around and spend freely during.
Same building. Same products. Entirely different customer behavior.
Once you understand how that conversion works, you will start noticing where your own money goes, and why.
Let me walk through it.