How to Build an Influencer Shop with New Media
The business model of this shop is simple. I speculate that it probably started by having the owner call their friends to line up, creating the illusion of a queue. Then they used social media to push content around meal times. It gradually started working. However, new customers could only eat after 12 PM (they could place orders first and take a number to wait). Orders are only processed after 12, which further creates the illusion of a real line. Uninformed new customers who line up think it's genuinely busy, so they check in, take videos, and post them, helping to drive more traffic... Then they franchise it, charge fees, and disappear after six months.
If a product has high gross margins and a memorable hook (something people remember at a glance, won't forget after tasting, and will readily recommend to friends), then long-term stable customer flow and sustained operations are possible.