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Essentially, we wanted to be in one of Azazel's films, so the notion was we'd simply write an Azazel Jacobs movie ourselves, and then give it to him and be like, 'Right, here's you next film, now direct us. Go.'

Essentially what's going to determine how you succeed in New York is how people feel about the space, how delicious the food is, how they perceive the value and, most important of all, how they feel treated. My understanding is Stephen Starr is exceptionally good at all of this and his ability to create a transporting experience.

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