From Coke floats to Cronuts, going viral can have a lasting effect on a small business

When a smaller restaurant unexpectedly goes viral on TikTok or other social media, the sudden demand can be overwhelming. Owners have to adapt on the fly, revamping operations to quickly serve a crush of people. But savvy business owners who are able to adapt can parlay newfound fame into a lasting boost for their business.

The Lexington Candy Shop in New York City has served burgers, fries and shakes to hungry patrons for decades. Last remodelled in 1948, the diner is the definition of old-fashioned.

But that hasn't stopped it from getting a wave of new fans.

In August 2022, this old school business met the new world when Nicolas Heller, a TikToker and Instagrammer with 1.2 million followers known as New York Nico, popped in for a traditional Coke float -- Coke syrup, soda water and ice cream. Naturally, he took a video. It went viral, garnering 4.8 million likes.

"The next day (after the video was posted), the lines started forming at 8 in the morning," John Philis, the diner's third-generation co-owner, recalls with amazement. "And it was like, huh!"

When a smaller restaurant unexpectedly goes viral on TikTok or other social media, the sudden demand can be overwhelming. Owners have to adapt on the fly, revamping operations to quickly serve a crush of people. But savvy business owners who are able to adapt can parlay newfound fame into a lasting boost for their business.

Ali Elreda opened Fatima's Grill in Downey, California, in 2016, drawing in customers with an eclectic range of tacos, wraps and burgers.

He sprinkled Flamin' Hot Cheetos in some of them, inspired by his daughter's love of hot chips. By 2020, Elreda had worked hard to develop his restaurant's social media presence, shooting videos with music. But after a TikToker dubbed @misohungry posted a video of Elreda's Flaming Hot Cheeto Fusion burger that August, things suddenly "just went crazy."