What happens after restaurants go viral?


Sangeetha says going viral has been a boon for her as she now serves three times as many customers as her busiest pre-viral days at Akka Nasi Lemak. — LOW LAY PHON/The Star

It is 2pm on a sunny Tuesday afternoon. It isn’t a public holiday or any kind of special day, yet when I walk up to the entrance of Kuala Lumpur’s Grumpy Bagels, it is heaving at the seams with an army of people. And there is no discrimination in this demographic – there are mums with babies in prams, students, solo diners and intergenerational families with elderly people in tow.

I am told that the wait time for a table will be 30 minutes. Thankfully, I am seated in under half that time. The space is beautiful – a converted old-timey bungalow that exudes charm and serves a delicious array of bagels. But why is this restaurant so much more popular than any other?

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