It is bordering on Yellow Journalism for the article to call the Apes "wildly popular" given that less than half a million people total own all NFTs, and an abundance of "sales" consist of an NFT "owner" buying their own NFT to inflate its value.

And yeah if you are the first IRL restaurant to be known for being pro Bitcoin in a metropolitan area, you can get an initial surge of customers from all over due to the novelty. But say that the burgers themselves are actually as good as this puff piece describes, then nevertheless the only value these Apes could have in the long term are as copyrighted, license-able logos of a successful burger chain. The NFT/web3 element will just become meaningless and even forgotten in a few years.