On LA Restaurant TikTok, Not All Content Is Created Equal | Eater LA

"After a viral TikTok by Keith Lee in October 2023, who tasted Easy Street’s jalapeño burger, double cheeseburger, and double bacon cheeseburger and awarded the latter two unprecedented perfect 10s—declaring “This is the best burger I’ve ever had, let alone in LA”—the Studio City spot that began as a 2019 pop-up (and became a brick-and-mortar in 2022) was inundated with fans. Comments ranged from people booking flights to lines forming hours before the 11 a.m. opening, with queues wrapping around the block along Lankershim Boulevard and customers eating cheeseburgers and Cajun fries on sidewalks and car hoods; the owners hired seven more people, turned off third-party delivery apps to prioritize in-person guests, and endured one- to two-hour waits while some patrons even offered staff hundreds of dollars to skip the line. Lee’s post earned massive engagement (over 320,000 views, 155 comments, and 14,000 likes), revenue doubled after his review, and a later March 2024 video inviting Cardi B brought another surge and an additional 25 percent growth." - Mona Holmes