The Global Craze: Why Travellers Keep Queueing for Viral Food & The Psychology Behind the Hype

From the picturesque canals of Amsterdam to the bustling streets of New York, a peculiar phenomenon is unfolding: ordinary snacks are transforming into global must-queue experiences. Day after day, tourists and locals alike willingly commit to hour-long waits for a cone of fries, a unique sandwich, or a specialty donut. But why this global obsession? Experts are uncovering the fascinating psychology at play, revealing how modern travel is being reshaped by social media, status, and performance culture.

The Global Craze: A Taste of Viral Popularity

In Amsterdam's historic De Negen Straatjes, queues for FabelFriet stretch down the bridge, turning a simple potato dish into a social media backdrop. Just nearby, Chun's Korean sandwiches and Van Stapele Koekmakerij's artfully packaged cookies draw similar pilgrimages. This isn't unique to the Dutch capital. New York's L'Industrie sees continuous lines for pizza, London's Beigel Bake tests the patience of bagel enthusiasts, and Japan's I'm Donut? has spawned global outposts, including a bustling New York location. Even Italy’s All'antico Vinaio has successfully exported its famous schiacciata sandwiches, with patrons lining up across the UK and US.

What compels travellers to dedicate precious vacation time to standing in line for food they might not have otherwise sought out? This trend has even caught the eye of Saturday Night Live, which satirized the phenomenon, highlighting how deeply embedded it has become in contemporary culture.

Beyond the Plate: The Psychology Driving the Lines

Psychologists argue that these extensive queues are rarely just about the food itself. They tap into powerful human desires, revealing the intricate dance between social proof, the fear of missing out, and our innate social instincts.

The Allure of FOMO and Social Validation

The primary driver for many waiting in line is thefear of missing out (FOMO). Dr. Rachel S. Herz, an adjunct assistant professor of psychiatry and human behavior at Brown University, explains that "when people see other people in line for something, it makes the 'thing' people are queuing up for seem more desirable and elicits FOMO." The visual signal of a crowd instantly suggests popularity and value.

Adding to this is the concept of "social proof of validation," as described by Cathrine Jansson-Boyd, a professor of consumer psychology at Anglia Ruskin University. Repeatedly witnessing others queueing normalizes the behavior. This subtle shift can make participating feel less like a choice and more like an expectation. "You're a little bit scared of missing out," she notes, highlighting how powerful collective action can be.

The Social Media Stage: Performing the Experience

However, modern queues are rarely accidental discoveries. Most travellers have already encountered these trending foods online, meticulously planning their visit. The pressure to participate in what others are doing has intensified, driven by a desire to share our experiences.

The act of waiting in line for viral food has become a broader performance, a key element in the modern travel narrative. Tourists aren't just consuming the food; they are filming themselves doing it, transforming the meal into content for social media. Sara Dolnicar, a professor at UQ Business School, explains that social platforms provide "a stage on which to perform their vacation." A quick search on TikTok for popular local treats like #stroopwafel or #friet reveals thousands of videos featuring travellers rating "viral foods" while aesthetically capturing their queueing experience or the venue's facade. Barbora Labudová, owner of FA Stroop Stroopwafels in Amsterdam, daily witnesses this, often needing to ask customers not to film her while she prepares their orders.

Algorithms and Influencers: The Loop of Hype

This cycle of hype is further amplified by celebrities and influencers. Stefan Gössling, a professor at Linnaeus University, points out that these figures constantly seek out the next viral sensation to maintain their relevance. Their followers, in turn, imitate these aspirational behaviors, desiring to be part of the same "in-group." This "root cause for the repetitive travel patterns" means people flock to the same bakeries, donut shops, and burger joints, creating a concentrated demand.

What's more, the discovery process itself has shifted. Travelers are no longer stumbling upon hidden gems; algorithms deliver curated hotspots directly to their feeds. Travel TikTok, in particular, creates a powerful illusion that everyone is "finding" the same place simultaneously. This algorithmic guidance reduces "cognitive load" for travelers, making the choice to join a pre-approved queue seem easier than venturing off the beaten path to discover something new.

The Hidden Costs: Overtourism and Local Backlash

While viral popularity can bring economic opportunities, it also comes at a significant cost, particularly for local communities. Algorithms prioritize what's already popular, not diversity, funneling millions of people to the exact same locations. Platforms reward emotionally resonant content that drives clicks and shares, further cementing the virality of certain spots.

This meteoric rise can place immense strain on existing infrastructure. When hordes of tourists descend on the same gelato shop in Rome or the same chip shop in Amsterdam, locals often bear the brunt of increased litter, noise pollution, and general mismanagement. "Making a tourist hotspot even 'hotter' tends not to bring many benefits," warns Dolnicar, noting the "substantial risk of community backlash as the quality of life of locals can suffer." Thomas A. P. van Leeuwen, an Amsterdam resident, is actively fighting this "chip craze" in his neighborhood, joining others in demanding a review of shop licenses and highlighting the city's broader struggle with overtourism.

The Enduring Allure: Why Travellers Keep Queueing for Viral Food

Despite the potential downsides and the clear understanding that hype often fuels these lines, the queues persist. As Gössling succinctly puts it, seeing others in line "gives you confidence that you're doing the right thing." For many, the act of waiting has become an integral part of the experience, a testament to their dedication to the trend, making the wait itself as meaningful as the meal. It's a powerful demonstration of how deeply integrated digital culture has become with our physical experiences, forever changingwhy travellers keep queueing for viral foodand reshaping the landscape of global tourism.