This place is doing well because for some reason people are going apeshit over these "gourmet" burger joints lately. Everyone has an opinion on which one is the best and it's gotten almost competitive amongst people which one has the best shitty burger with unlimited toppings.
Meanwhile they sell a shitty product for a large amount of money and everyone loves it because it's a "specialty" burger joint. Don't worry, more will pop up, the fad will die, and they will all lower prices to compete and survive, eventually going belly up.