‘People waited 24 hours for a potato!’: how viral queues help
It has become common for people to wait in long lines for cafes, bakeries and ice-cream shops. But why? And what do the owners think?
TL;DR
- Social media platforms like TikTok and Instagram are driving customers to queue for specific food items and experiences.
- Businesses are using social media marketing and influencer collaborations to create hype and attract customers, especially in a difficult economic climate for hospitality.
- The queue itself has become part of the experience for some businesses, with staff actively engaging customers while they wait.
- While virality can lead to immense success, it also presents challenges such as managing unpredictable demand, negative online comments, and ensuring accessibility for all customers.
- The phenomenon is not limited to London, with viral queues also occurring in cities like Manchester, Birmingham, and Preston.
- Some business owners question whether customers are attracted by the quality of the food or the existence of a queue, and how social media influences purchasing decisions.
- Despite the pressures, many businesses find relief in being busy, with some experiencing demand far exceeding their initial projections.
- The intense demand driven by social media raises questions about the sustainability of this business model and whether food quality is the primary driver.