I have never heard of Maiyet, but this is very interesting business/operating model! I am particularly interested in how to retain artisan globally because it would be one of the important key success factors for Maiyet. On the other hand, I got also curious about how sustainable it is. Good business models will be copied quickly by peers. Can Maiyet keep its competitive advantage? How can they guarantee it? Also, as others mentions above, I think the segment can get broader than luxury. I want to know more about how closely business model (especially value proposition) and operating model are aligned with each other.
I agree with Nora. I wonder if the company should be spending its capital on prime real estate versus focusing on the core experience. Given that people seldom decide to stop to get frozen yogurt with an intent to hang out at the place is that real value added? Also, how scaleable is this business model? You mention the company is expanding internationally and I wonder whether other countries think of this experience the same and therefore whether the company can continue to extract the same value from customers abroad.