How Food Critic Keith Lee Can Change a Restaurant's Fortunes | Bon Appétit
"A small shop serving loaded burgers topped with onion rings, chipotle dressing, bacon, and jalapeño pesto that struggled early despite positive local reviews; a single viral video produced explosive social growth (followers jumped from ~24 to 6,000 to 120,000) and created lines before opening, roughly tripling customer volume and forcing the owners to hire about 10 employees, though traffic later settled down somewhat." - BySam Stone
