Broad Trend: Social Inspired | Industry Trend: Neighborhood Food Hubs A viral sandwich can bring customers through the door, but what makes them return? In Phoenix, First & Last became a must-try destination after former Bachelor contestant Matt James shared a review of its chicken parmesan-style focaccia sandwich. The resulting queues and sellouts helped the restaurant grow, but its owners chose to reinvest in their existing location rather than open additional restaurants.