A social media commentator Asif Jatt has raised questions over the reported closure of Jeela Food Point, a popular restaurant that had attracted customers from as far as 100 kilometres away.
Speaking in a video, he argued that digital platforms have dramatically increased customer reach, allowing businesses that once served hundreds of customers to attract thousands.
While many businesses have benefited from this exposure, he said some have also faced severe backlash when they failed to balance online popularity with customer satisfaction.
The commentator claimed that some businesses become overly focused on social media content and influencer marketing, giving priority to vloggers over paying customers. He said this often results in long queues, poor customer experiences, and frustration among regular patrons, while businesses remain preoccupied with generating online views and viral content.
He further suggested that such an approach can shift the focus away from food quality, turning restaurants into content-creation venues rather than places that consistently serve good meals. According to him, this eventually discourages repeat customers, who are essential to the long-term success of any food business.
The commentator also stressed that advertising alone cannot sustain a restaurant. While marketing may attract first-time visitors, he said repeat business depends primarily on maintaining the quality and taste of the food.
He alleged that, in an attempt to create increasingly viral content, restaurants may experiment excessively with their menus, including adding desi ghee to almost every dish or relying heavily on frozen ingredients. In his view, such changes may not appeal to customers and could ultimately damage the business.
