Going viral used to be the dream for local businesses; now it can be the dread
Social media hype has become a Faustian bargain for NYC food operations to stay in business.
In 2026, opening a new bakery or coffee shop not only requires all the usual rigor of ensuring that its food and ambiance are up to snuff, but that if you’re as successful as you want to be, the inevitable lines outside the store don’t cause chaos — and irreversible reputational damage.
Working in food has historically been one of the hardest businesses to sustain, and today, the margins have become even more austere. Due to the proliferation of social media marketing, both organic and orchestrated, businesses no longer get to comfortably ride off the Cinderella highs of virality but they must come prepared with a bespoke, armored plan for managing Line Culture.
Several food establishments throughout the city — who’ve gone viral and found themselves in countless recommendation videos from foodies across TikTok and Instagram — tell The New York Groove that they have had to rise to new challenges and prepare for new mandates in the culinary scene. Staffing, faster operations (without sacrificing quality), and herding lines have become top priority to get right in order to stay salient in an ever-competitive market.
One business owner said in interviewing and onboarding new workers that they now have to prepare them for extremely busy shifts, especially if a prominent influencer posts about them. Playing a bouncer role in these spikes of activity, to keep a kempt line and to not disturb the neighborhood, is becoming a requirement.
And while no one is explicitly complaining about great sales and visibility driven by influencers and foodies, it has become another pain point that frontline workers and owners have to shoulder every day, especially when they receive negative reviews as a result of crowding or selling out too fast.
“It’s hard as a business,” said Gino Ammirati, the co-founder of Culture frozen yogurt shop, which has been around for years but has been experiencing a fresh wave of hype and popularity of late. “You want to give everyone the experience that they want; you want to make everyone happy.”
As the entrepreneurial adage goes: you’re only as successful as your last sale, or something. Right?
