Twelve seats is a deliberate ceiling. Beyond it, the chef can no longer make each piece for the person in front of him, and that is the entire promise of this place.
Smallness is a feature
A small room means we know your name by the second course, remember that you skip shellfish, and notice when you're ready for the next piece before you do. Scale would trade all of that for revenue.
We would rather turn away a hundred guests than serve one of them a meal that felt like a conveyor belt. The hardest word in hospitality is 'no', and we say it to protect the 'yes'.
