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TikTok videos can bring sudden fame — and a crush of new customers — to small businesses. Lexington Candy Shop has had a line outside for over a year since a TikTok of its Coke float went viral. The owner of Fatima s Grill parlayed his viral fame into an expansion. 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. Just ask Dominique Ansel, who created a craze with the Cronut a decade ago, before the term “going viral” was widely used.

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