Joe Weisenthal

Let's just stick on the technical questions for a moment.

How did you figure this out?

So like, okay, like you've optimized something.

How did you go from, okay, you're going to start a pub.

It's going to be a big investment up front.

You want to get it just right.

Was there AB testing?

Was there taste testing?

Like what does that process look like of making sure that the final mix of gas, everything that you know you have it right?

Actually, talk more about that.

I'm sort of fascinated by the idea of, okay, you have a recipe, it might be good, but that doesn't necessarily mean it's going to be able to scale for and do it in volume.

I still, like, in my mind, I don't understand how restaurants work.

How do they get so much food out so fast?

I don't really understand how steakhouses work.

Talk to us about building the repetition process.

Wait, this actually, we were, I forget who we were talking about this earlier, but we need to clear something up.

Is it true?

Is it true that it's a really bad idea to order the second most expensive wine on the menu?

This is a thing that they always say, that that is there for suckers and that that's the one at the highest margin.

Can you talk about wine pricing?