Restaurateurs can get customers to eat at their restaurants by mailing out menus and coupons, making food so good that Yelp reviews and word of mouth bring in the eaters, or they can use a gimmick.
And the most popular gimmick is also the most effective- the funny name.
Name your restaurant something forgettable like "burger barn" or "chicken shack" and you won't be remembered, but name your Thai restaurant "Thai Tanic" and people will line up to go on a culinary cruise!
And when a funny name isn't enough capitalize on a pop culture trend, like Hammontree did with their Star Wars-themed grilled cheese sandwich food truck the Grillenium Falcon. If only they'd served up sandwiches shaped like the Millennium Falcon they might still be in business...