I agree to an extent. I know the stores can be profitable as they are a proven concept, so I would prefer to start there. I also agree that more stores will increase brand recognition which will help sales of our eventual merchandising and frozen food lines big time. However, there is a counter point worth considering:

Frozen food companies exist without stores (e.g. Tombstone Pizza). Online clothing companies are popping up left and right. While brandname recognition through store expansion will undoubtedly help (and is something I, like you, would prefer to see first), you have to trust that if the company does go the frozen food route sooner rather than later it is because they believe they can make money with it. We don't know what ambassadorships will potentially pop up and the potential M&A partnerships that might precede this to make it more lucrative in the near future. And I've brought this up before, Jillian also works with Thrive Market which sells kids' food.

Need to just trust the management here. I don't think anybody is saying spend money on frozen food before the stores, but it all depends on which opportunity presents itself first and whether or not it's profitable. I'd love stores first. Locations is number two on my wish list, second only to money.