This reminds me of a sushi restaurant that I used to frequent when I lived in California. Great, great location with ample tourist and local foot traffic. They were successful for the first few years and then it slowed down to the point that they went out of business.
A few months later, a different owner started another sushi restaurant in the same space. They made no changes to the inside except a new name on the front and a fresh coat of paint. The quality of fish was the same, and the menu had only minor differences.
The only significant change was in leadership and management. The owner of the new restaurant was exuberantly friendly. Same with the sushi chefs, bussers, hosts, and everyone on staff. They would happily give out free carafes of their low end sake but it made everyone feel like they were regular. They did a great job of remembering the faces that came in and making people feel special and at home.
It wasn’t long before there was an hour wait on most nights.
Flash forward a decade, the restaurant is still packed. There’s not as much of a wait as they bought a struggling Korean BBQ restaurant a few doors down and put their brand on it and installed a sushi counter at that location. They also expanded with 3 or 4 other locations within a 30 minute drive of the main restaurant.