It all started on Saturday when a Twitter user, who goes by the name Billy, took to his social media to post a photo of his dad inside his new Missouri City, Texas, shop to share that nobody had shown up to buy some sweet treats.
The tweet has until now raked more than 2 lakh retweets and 6 lakh likes.
Satharith says he sold out of doughnuts the very next day. Despite being newly opened, the store began to do surprisingly well days after the post was published.
Billy By helped spread the word about his dad's donut shop - and now they're consistently selling out donuts.
He wrote: "Just wanted to update yall!"
Then, on Monday, the doughnut store was sold out again after representatives from Twitter stopped by to pick up the tab for the morning's customers. The restaurant holds a five-star Yelp rating, with customers praising the donuts, the kolaches, and the warmth of the owners.
By Sunday afternoon, the shop had "completely sold out of donuts and kolaches", By tweeted, adding: "You are all fantastic. You are all awesome", By tweeted, along with a photo of his no-longer-sad father.
By later tweeted to thank people for their support.
Billy shared the shop's address and Instagram page in the original thread to stir up some publicity, but he could never have anticipated that success that would come from his post.
As of late Sunday, By's initial post had garnered almost 220,000 retweets and almost 470,000 likes. "This means so much to my family", he added.