Why does Rosa need one hundred first-time customers?

That quota is the condition set for her resurrection and return to the living world.

What is her ex-boyfriend doing while she works in Hell?

He is destroying all evidence linking him to the restaurant fire that killed her.

Revenge Is Best Served in Hell

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Revenge Is Best Served in Hell — A Chicago chef murdered by her boyfriend runs a food truck in Hell to earn a return ticket and expose his crime.

Chef Rosa dies when her boyfriend traps her inside their blazing Chicago restaurant. In the afterlife, she drives a food truck through infernal streets, serving dishes to demons who hunger for souls. Each first-time patron counts toward the one hundred she needs within a single season to win resurrection. Back in the living world, her former lover systematically erases every trace of the arson, while a sudden flare-up in Hell threatens to end her second chance before she can complete the tally.

Quick answers

Why does Rosa need one hundred first-time customers?: That quota is the condition set for her resurrection and return to the living world.
What is her ex-boyfriend doing while she works in Hell?: He is destroying all evidence linking him to the restaurant fire that killed her.