When we joined the Tumblr community, we didn’t just want another space to place our ads—we wanted to extend the late night, oddball, got-nothing-to-do-but-not-go-home conversations that occur in our booths every day to an audience of like-minded people. We wanted to bring the experience of hanging out in our restaurants online. Most importantly, however, was deciding not to just talk to the community but to actually be a part of it. So we made GIFs and wrote goofy poems and played meme-games with our fans, who we now call our friends. We spoke to them like we’d speak to anyone we cared about, talking about the news, what’s going on with our favorite TV shows, over eggs and pancakes—and it worked. When we say it worked we don’t just mean it increased sales or grew our audience base. It means, they talked back. Like real people. With respect to our place in the community of Tumblr. And we couldn’t be more thankful.