Going to Archi's at lunch time is comparable to standing in line for the new iPhone. You know it's going to be crowded and risky if you'll even get in ... but you're so happy when you walk away with your shiny new toy. In this example the new toy is Archi's in your belly. It's nearly as good as the new iPhone but doesn't cost nearly as much.
So yeah the lunch time rush is crazy, maybe because it's good and the specials are cheap. You can get a full plate of Phai Thai, salad and egg roll for under $8. No wonder it's slammed at lunch time. The food is constantly good and the spice levels are just right. Anything over a 6, you'll feel the heat.
If you want to avoid the lunch rush, check them out for dinner. It's a lot less crowded and it's the same damn good food!