Diversity is just 'the world.' It's different cultures, different backgrounds, different ethnicities, different religions, genders, sexual orientation, shapes, sizes. That is the world, but we call it 'diversity' because there is this one type that has always been accepted in the media, and it's finally starting to change.
I think that Shake Shack wouldn't exist had it not been for Twitter. I don't think you would have gotten a hundred New Yorkers to stand in line for an hour if they couldn't have made their time really productive and organized snowball fights, ordered free hot chocolate, and, you know, Instagrammed photos.
My history has been to grow the roots as deeply as you can before going on to the next thing. That's why it took 10 years to go from Union Square Cafe to Gramercy Tavern, and another 10 years to go from Blue Smoke's first location to its second, and five to go from Shake Shack 1 to Shake Shack 2.