Is the viral cheese pull saving chain restaurants?

"Affordable, familiar and reassuring are the features that make American chain restaurants a near-ubiquitous presence throughout the country; it is almost as if they are baked into our roadside culture. Despite well-documented financial struggles, a tough economy and shifting diet trends, these restaurants withstand time. This series explores why these places have such strong staying power and how they stay afloat at a time of rapid change."

"The magical cheese pull. It's a viral social media trend and a powerful marketing tool, where diners post videos of themselves slowly pulling apart gooey strings of cheese from a steaming hot slice of pizza or deep-fried mozzarella sticks. A good one brings in millions of views and, increasingly, helps lure diners off their phones and into seats. Sara Rafael, 23, flew from Ireland to New York City in November."

"She and her mother had a list of must-stop eats, including Olive Garden, The Cheesecake Factory, Raising Cane's all of which were discovered on TikTok, Rafael tells NPR. The platform's food videos including those trendy cheese pulls she says, "always make the food look so appetizing." So, most of her dining itinerary consisted of mid-tier American chains straight from the recommendations of strangers online."

Affordable, familiar and reassuring features make American chain restaurants ubiquitous along highways and neighborhoods. These chains persist despite well-documented financial struggles, a tough economy and shifting diet trends. Chains increasingly rely on viral food moments and social media trends to attract diners and remain relevant. The cheese pull trend on platforms like TikTok generates millions of views and functions as powerful marketing, luring diners into seats and shaping travel and dining plans. Industry experts warn that older chains risk becoming invisible without viral menu items or in-restaurant moments, though pursuing virality can reduce perceived authenticity.

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