I'm in Australia so I can not get the food but it sounds a lot like what happens in Asia. I place will open and become "Instagram famous" (Or WeChat) and the l

I'm in Australia so I can not get the food but it sounds a lot like what happens in Asia. I place will open and become "Instagram famous" (Or WeChat) and the lines will be crazy. But a few weeks (months??) later the shop is as dead as a nail. It appears all of the "hottest" places get 15 minutes of fame then dies.