On Saturday, March 9, Billy’s Donuts in Missouri City, Texas was struggling to bring in customers. The new donut shop needed a boost, and that came in the form of a tweet.

The owner’s son, Billy By, posted on Twitter lamenting the fact that his father was sad about the shop’s current state. “My dad is sad ’cause no one is coming to his new donut shop,” the post said.

That is, until the post went viral. The call for help worked, as over 269,000 users have retweeted it since then and spread the message about Billy’s Donuts. Even Twitter's official account got in on the action.

The shop received an immediate wave of support over the weekend and customers have been lining up ever since to purchase its treats.

On Sunday, Billy’s Donuts followed up on Instagram by thanking the social media community for the support.