Eleven grocery stores.
That is not a chain. To a national retailer, eleven stores is a rounding error. It is what they open in a quarter and forget about.
So when a company with eleven locations says it competes with companies that have thousands, the reasonable response is skepticism.
Except the comparison is wrong, and understanding why is the most useful idea in this article.
A national chain competes for a country. A neighborhood grocer competes for about three miles.
Those are completely different contests, and inside three miles the giant has almost none of the advantages it has on a spreadsheet.
Here is how that actually works.