The phenomenon of travelers eagerly queuing for viral food is a captivating one, and it's time to delve into the reasons behind this trend.
Imagine this: you're strolling through Amsterdam, and your eyes are drawn to a captivating scene. Tourists, armed with their phones, patiently wait in line, their eyes fixed on the iconic gabled houses. But it's not the architecture that has them captivated; it's the €5.50 cone of fries they're holding up for the perfect social media shot. This is the reality of FabelFriet, a brand that has taken the world by storm, with its first shop opening in 2020 and quickly becoming a TikTok sensation in 2023.
But Amsterdam is just one example of this global trend. From New York's L'Industrie, where pizza slices draw hour-long queues, to London's Beigel Bake, where salt beef bagels are a test of loyalty and patience, travelers are willing to wait for trendy twists on everyday favorites. Even Japan's I'm Donut? craze has gone global, with people lining up for a taste.
So, what's driving this behavior? Psychologists argue that it's not just about the food. These lines reveal a deeper shift in how social media, status, and performance influence modern travel.
The power of a queue goes beyond mere popularity. It triggers psychological cues that tap into our fear of missing out (FOMO). As Rachel S Herz, an adjunct assistant professor at Brown University Alpert Medical School, explains, seeing others in line makes the experience seem more desirable and creates a sense of urgency.
However, these days, queues are rarely stumbled upon by chance. Most people have already seen the food online before they even set foot in the city. The pressure to do what others are doing has increased, as Cathrine Jansson-Boyd, a professor of consumer psychology, points out. We want everyone to see what we're doing, and we want to be part of the crowd.
But it's not just FOMO at play here. The psychology of queues has evolved, and it's now intertwined with the concept of travel as a performance. People aren't just eating viral food; they're documenting their experience, sharing it with the world, and indicating to others that they're in the know. Viral dishes spread across social media platforms like TikTok and Instagram, and millions watch as others indulge in these trendy treats.
As Sara Dolnicar, a professor at UQ Business School, puts it, social media provides tourists with a stage to showcase their vacation. A quick search on TikTok reveals thousands of videos of travelers rating viral foods while filming themselves in line or outside the venue.
Celebrities and influencers further fuel this cycle, as Stefan Gössling, a researcher and professor, explains. They tirelessly seek social capital, identifying the next hyped place to stay relevant, and their followers eagerly imitate this aspirational behavior.
The impact of this online performance is significant. It changes not only how travelers behave but also where they go. Travel TikTok creates the illusion that everyone is discovering the same hotspot simultaneously, even though algorithms are doing the work. Online searches reduce the cognitive load for travelers, making it easier to join the queue than to seek out hidden gems.
However, there's a cost to this convenience. Algorithms prioritize popularity, pushing the same places to millions of people at once. This leads to a strain on existing infrastructure and negative consequences for local communities. As Dolnicar notes, making a tourist hotspot even hotter rarely brings benefits; instead, it often results in community backlash and a decline in the quality of life for locals.
This never-ending influx of tourists has driven residents like Thomas A P van Leeuwen to take action. Along with other neighbors in De Negen Straatjes, he is demanding a review of the shop's license, as the city grapples with the issue of overtourism.
Despite the crowds and the hype, people continue to join these queues, proving that for many, the wait is just as meaningful as the meal itself.
So, the next time you find yourself in a line for viral food, remember that it's not just about the taste; it's about the experience, the performance, and the desire to be part of a global trend.
And this is the part most people miss: the impact of social media on our travel choices and the consequences it has on local communities.
What are your thoughts on this phenomenon? Do you think the benefits outweigh the costs, or is it time for a shift in how we approach travel and social media?
