Look Who's On the Wall of Celebrity Patrons at Goodburger

I was eating at in Union Square today and look who I found staring down at me from their wall of BOLD NAME burgermeisters...
Maury Povich!
THE Billy Elliot !
And Matt McCarthy holding a sack of Doritos!
How does the celebrity patron wall thing work exactly? Was Matt carrying the headshot when he ate that day? OR does the back office of Goodburger have a printout of every celebrity JUST IN CASE they stop in? Do you think Matt received a Goodburger VIP Card for this endorsement and abuses the shit out of it ?