Pokémon Go has quickly become the most popular smartphone gaming app, with an average of 26 million active daily users. It only took the gaming app 13 hours to reach the status of highest-grossing app in the U.S.  With such a phenomenon, it’s hard not to jump on the bandwagon, and some businesses have done just that.

Business owners have seen a unique opportunity to capitalize on this craze to increase business and have proven successful by using a simple rule of business: provide the customer with a product or service they need or want — in this case, Pokémon.

The location-based augmented reality game has been driving droves of people out into the real world on the hunt for their next catch. It is possible to attract Pokémon a few ways, including setting lure modules, which is what some businesses have done. You attract the Pokémon, you attract the people. The in-app purchase of only 99 cents allows its holder to better attract the creatures to a specific location. At just 99 cents, lures are a steal as far as advertising rates go. A pizzeria in New York told the New York Post that $10 worth of lure modules was enough to drive a 75% boost in foot traffic.

Local businesses that don’t often benefit from digital trends are reaping the benefit of the increased foot traffic the game as spurred. Eventually, Niantic Labs, the company behind the app, plans to offer “sponsored locations,” but until then, lure modules are perhaps the most cost-effective way for businesses to reach a younger audience, especially paired with special offers and real-time advertising. The customers are out there; can you catch them all?