The Enduring Impact of Going Viral on Small Businesses: From Traditional Soda Floats to Modern Cronuts

The Lexington Candy Shop, a long-standing eatery in New York City known for its classic American fare like burgers and milkshakes, has remained largely unchanged since its last renovation in 1948. However, its conventional appeal did not preclude it from capturing the attention of a new generation of patrons.

In August of 2022, social media influencer Nicolas Heller, known by his online pseudonym New York Nico, paid the diner a visit. He ordered a classic Coke float, consisting of Coke syrup, soda water, and ice cream, and proceeded to share his experience through a video that quickly went viral, receiving 4.8 million likes.

John Philis, the third-generation co-owner of the diner, recollects the immediate aftermath of the video’s posting with astonishment: “The very next morning, lines began to form as early as 8 a.m.”

When a small-scale restaurant achieves unexpected virality through platforms like TikTok, the sudden surge in demand can be both a blessing and a challenge. Businesses often have to pivot rapidly to accommodate a large influx of new customers. Yet, those who navigate this newfound attention skillfully can transform it into a sustainable advantage for their enterprise.

For instance, Ali Elreda, who founded Fatima’s Grill in Downey, California in 2016, offered a diverse menu featuring tacos, wraps, and burgers. His incorporation of Flamin’ Hot Cheetos into some of his dishes garnered significant attention after a TikToker with the username @misohungry featured Elreda’s Flaming Hot Cheeto Fusion burger in a video. As a result, lines outside the restaurant extended for hours, persisting for months. The initial period was chaotic, but the success led to the opening of 10 additional locations, including ones in Detroit and Brooklyn, all catalyzed by a single viral video.

“Your fate can be determined by social media,” Elreda observed. “For us, it served as a launchpad for franchising and broadening our brand recognition. It has indeed been fortuitous.”

Another case in point is Kevin Muccular’s Aunt Bill’s soul food restaurant in Katy, Texas. The business initially attracted only a modest crowd owing to its suburban location. However, when a TikToker named Mr. Chimetime posted a laudatory video about the restaurant, the impact was transformative. Muccular was unprepared for the overwhelming response and had to make significant operational changes, such as shifting to an online ordering system and implementing a table reservation mechanism.

Two months post-virality, the restaurant’s daily customer count has quadrupled. Muccular is now considering expanding the business through a food truck to serve a larger area of Texas. “The era of our business can now be divided into pre-Chimetime and post-Chimetime phases,” he noted.

Meanwhile, at Lexington Candy Shop, the surge in patronage shows no signs of abating even a year after the viral moment. For John Philis, this uptick in business has served as a rejuvenating force, especially after experiencing a decline during the COVID-19 pandemic. Sales of Coke floats alone have exponentially increased, and the additional foot traffic has led to increased sales of other menu items as well.

The phenomenon of going viral isn’t new, even if the platforms for achieving it have evolved. French pastry chef Dominique Ansel experienced this in 2013 when he introduced the “Cronut,” a croissant-doughnut hybrid, to New Yorkers. The buzz it generated was organic, propelled by traditional media. A decade later, his bakery continues to attract a constant stream of customers.

For business owners like Ansel, the key takeaway is not to exploit the sudden fame for immediate gains, but to focus on the long-term sustainability of their products and services. “It’s crucial not to overcapitalize on immediate popularity, but rather to focus on establishing a lasting brand,” he advises.

The power of virality is undeniable, but leveraging it responsibly and strategically can translate fleeting internet fame into a long-lasting, viable business model.

Frequently Asked Questions (FAQs) about Going Viral on Small Businesses

More about Going Viral on Small Businesses

• Impact of Social Media on Small Businesses
• Understanding Viral Marketing Strategies
• The Rise of Influencer Marketing in the Restaurant Industry
• Case Study: The Cronut Phenomenon
• How to Adapt Your Business Operations for Rapid Growth
• Building a Sustainable Business Post-Virality
• The Power and Pitfalls of Going Viral
• Traditional Media vs Social Media: A Comparative Analysis
• Strategies for Efficiently Managing Customer Influx
• Long-term Impact of Viral Success on Small Businesses