Satharith By has been getting up at 2 in the morning to start making doughnuts since his shop opened last week in Missouri City, Texas.
But business at the shop, Billy's Donuts, near Houston, Texas, had been slow. So to drum up sales, By's son, Billy, posted on Twitter, NBC News reports.
"My dad is sad cause no one is coming to his new donut shop," Billy By wrote on the website Saturday, accompanied by a crying face emoji and photos of his dad at the counter.
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Within hours, Billy's post had been retweeted thousands of times, and the shop had sold out.