From MrBeast to David Dobrik to Dylan Lamey, YouTube and TikTok Stars Are Opening Real-Life Restaurants | Eater

"A promotional opening at a major New Jersey mall drew an estimated 10,000 people — with some lining up the night before — turning the event into a viral spectacle rather than just a taste test. The venture is an extension of a delivery-first “ghost franchise” model that licenses a high-profile YouTuber’s branding in exchange for a cut of sales; observers noted the appeal is often the creator’s fame and philanthropy more than the food itself, and some reporting called the burger underwhelming despite the record-breaking crowd." - Bettina Makalintal