The Most Surprising Multihyphenate Mashups in the U.S.

Businesses are diversifying revenue streams and taking on expansion in exciting new ways. They're merging industries and adapting to the ever-changing needs and preferences of customers, ultimately creating businesses that are wholly unique and truly multihyphenate.
by Maya Rollings Jun 04, 2024 — 4 min read
The Most Surprising Multihyphenate Mashups in the U.S.

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The Essential List of Multihyphenate Businesses

The Essential List of Multihyphenate Businesses

A salon that doubles as a cafe. A restaurant with a successful merch line. We all recognize a Square business when we walk into one, it’s just a little different. So what do you call this new breed of businesses with more than one offering? We call them multihyphenates. With multiple revenue streams, they need multiple hyphens to describe the wildly creative ways they bring value to customers’ lives.

Multihyphenate businesses are made possible by Square, opening up any entrepreneur to try something new. This series celebrates these ambitious entrepreneurs who found success with their out-of-the-box business models. We hope learning about them inspires you to build on what you do, your way.

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Businesses are diversifying revenue streams and growing in exciting new ways. They’re merging industries and adapting to the ever-changing needs and preferences of customers, ultimately creating businesses that are wholly unique and truly multihyphenate. In fact, customer preferences are helping drive this thriving business type. The 2024 Square Future of Multihyphenate Businesses report found that 80% of customers are somewhat interested in trying a new type of offering from a business known for something else.

Furthermore, 36% of retailers are diversifying their revenue streams to broaden their customer base and deepen the connection with existing customers. Restaurateurs are also looking to expand with 43% planning to do so substantially over the next 12 months. With the possibilities for expansion practically endless, here are a few surprising offerings creative businesses have tied together, resulting in a completely unique and unforgettable experience for customers.


MAUHAUS Cat Cafe and Lounge

Location Maplewood, MO Offerings Cafe, merch, cat adoption center Connect Website , Instagram Products used


MAUHAUS Cat Cafe and Lounge is a distinctive cafe and lounge where guests can enjoy coffee in the company of adoptable cats — the first of its kind in St. Louis when it opened seven years ago. The cafe's uniqueness extends to its bakery-based menu, which changes daily, ensuring guests are always in for a surprise. 

The business has facilitated over 700 cat adoptions in partnership with a local shelter, making it a vital part of the community's animal welfare efforts. “All the cats at MAUHAUS are looking for a forever home and are adoptable through Stray Haven Feline Rescue,” explains Dana Huth, co-owner of MAUHAUS Cat Cafe and Lounge.

Funded through a Kickstarter campaign, community is at the heart of MAUHAUS, with a strong emphasis on building relationships through a shared love of cats. “There’s a level of trust and comfort in knowing that you are walking into a place where you all have something in common,” Huth said. This community connection has spurred a new offering, an annual cat-themed art fair, which draws local artists and hundreds of visitors, showcasing everything from paintings to ceramics, all celebrating cats. “It’s one of our biggest days of the year, and it’s something that our community looks forward to all year long,” explained Huth. "We realized that our community’s love of cats was so big that we needed to offer them even more."


The Lullabar

Location Carlsbad, CA Offerings Coffee shop, nail salon, temporary childcare, events, classes Connect Website , Instagram Products used

The Lullabar is a one-of-a-kind business in San Diego, California that features a cafe, nail salon, and a kid’s play space. A wide range of classes and events like “How to Make Sourdough Bread at Home” and “Mompreneur After Hours Event: Mixer and Speed Networking” are also part of this business’ specialty. “The Lullabar aims to redefine what a family-friendly [space] is about, with a primary focus on providing parents the ability to co-exist with their small children in a public setting in an adult environment,” said Stephanie Issa, co-CEO and co-founder of The Lullabar.

With multiple services that cater to both the parent and the child — like coworking memberships with temporary childcare, the Lullabar has been able to maximize its physical space, its reach with customers, and the possibilities of what a salon business can look like. “We literally have all walks of life come into The Lullabar, for a variety of reasons. The major requirement is that you are not bothered by a small child having the occasional tantrum, because they are our customers too and deserve to be there!” Issa added. 


Oakwell Beer Spa

Location Denver, CO Offerings Day spa, taproom, events Connect Website , Instagram Products used

Oakwell Beer Spa is an award-winning day spa that also features a taproom, tastings, and other events. The combination of beer and relaxation is key for this business. As a self-proclaimed “calming oasis for relaxation enthusiasts,” Oakwell Beer Spa aims to provide a true wellness experience through a range of services. With offerings such as an infrared sauna, beer bath hydrotherapy, or a zero gravity massage, this multihyphenate business is designed to leave you more relaxed and at ease than how you entered. 

The beer spa also inspired its beer-infused cosmetics company called Oakwell Cosmetics. “Not everyone lives within driving distance from one of our spas. We book out very far in advance, so we have a lot of guests that come just once a year for a birthday or anniversary, but can't really make it more frequently than that,” explained co-founder Damien Zouaoui in reference to its Denver, CO location. “Through Oakwell Cosmetics we’re really reaching a much wider audience,” he added. 


GOODONYA Organic Eatery

Location Encinitas, CA Offerings Restaurant, wine club, market, online store Connect Website , Instagram Products used

GOODONYA Organic Eatery is an organic restaurant in Encinitas, CA that also sells a line of electrolyte drink mixes and features a wine club and market. Founded over twenty years ago by Kris Buchanan, this multihyphenate business attributes its tenure to evolving and striving to become better. “We have built up trust in our community with the quality of ingredients we give them. What we do in our restaurant really isn’t being done anywhere else,” said Buchanan. "It’s been 24 years, so doing something new has kept us in business."

As proof, this business is not only organic but also 100% non-GMO which is considered rare in the industry. “We look at every single thing we purchase. From the meat to the wine to the oils to the garnish on the plate – it’s organic, wild, heirloom, regenerative real food. We look for the best no matter what,” explained Buchanan. This care extends to its wine club that features wine selected from all over the world from “vineyards that grow in synergy with nature.” Furthermore, almost every single glass has less than one gram of sugar. In other words, this business truly puts the “good” in GOODONYA. 

Whether your goal is to cater to the health conscious consumer or the work-from-home community, adopting a multihyphenate business model allows you to stand out amongst competitors and reach customers in new ways. Interested in learning more about multihyphenate businesses? Read our Future of Multihyphenate Businesses report

Maya Rollings
Maya Rollings is an editor at Square where she writes about all things customer experience, from building a solid customer base to leveraging tools and technology that meets them where they are in their journey.

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