"My dad is sad cause no one is coming to his new donut shop ?," tweeted the son of the proprietor of Billy's Donuts in Missouri City, Texas. The brilliant marketing move resulted in a sell-out of donuts and kolaches.
By Sunday afternoon his tweet was retweeted more than 150,000 times. By Monday morning? More than 260,000 times. To put that in perspective, the 30th most retweeted tweet in Twitter history (by South Korean boy band BTS) has about 630,000 retweets.
On Monday morning, Billy was being interviewed by other local news stations and working on a potential CNN spot, while representatives from Twitter were on hand greeting customers. Yes, Twitter. They bought out the store for the morning, meaning everyone's order was on them. (Representatives wouldn't comment on the record about their presence at the shop.) And while Billy played gracious host, Satharith kept busy in the back, and an aunt worked the cash register. It all seemed surreal that within 48 hours, this family-owned Cambodian donut shop in Missouri City had become something of an epicenter of social media
Just wanted to update yall! We completely sold out of donuts and kolaches! You are all amazing. I can't thank everyone enough for coming out and supporting local businesses. This means so much to my family pic.twitter.com/o3GQcKvVnG
— billy's donuts (@BillysDonutsHTX) March 10, 2019