Ever wondered why travelers are willing to stand in hour-long lines for a simple snack? It’s not just about the food—it’s about the show. From Amsterdam’s FabelFriet to New York’s L’Industrie, ordinary eats have become global sensations, thanks to the power of social media and the fear of missing out (FOMO). But here’s where it gets controversial: are these viral food queues a genuine cultural experience or just a performance for the camera? Let’s dive in.
Imagine this: you’re strolling along Amsterdam’s picturesque Keizersgracht, surrounded by 17th-century canal houses. But instead of admiring the architecture, your attention is drawn to a long line of tourists clutching €5.50 cones of fries, posing for TikTok or Instagram. Welcome to FabelFriet, a spot that exploded on TikTok in 2023 and has since become a must-visit for travelers. Nearby, Korean sandwich shop Chun and the beautifully packaged cookies at Van Stapele Koekmakerij draw similar crowds. Amsterdam isn’t alone—New York, London, and even Rome have their own viral food hotspots, where waiting in line is practically a rite of passage.
But why do we queue? According to Rachel S. Herz, a professor of psychiatry and human behavior, it’s all about FOMO. When we see others lining up, our brains interpret it as a signal of desirability. Cathrine Jansson-Boyd, a consumer psychologist, adds that this is a form of ‘social proof.’ Repetition normalizes the behavior, making us feel like we’re missing out if we don’t join in. And this is the part most people miss: it’s not just about the food—it’s about being part of a trend, a community, a moment.
Here’s where it gets even more intriguing: these queues aren’t accidental. Most people have already seen the food on social media before they arrive. Platforms like TikTok and Instagram have turned travel into a performance. Travelers aren’t just eating; they’re filming, posting, and proving they’re in the know. Sara Dolnicar, a professor at The University of Queensland, explains that social media gives tourists a stage to perform their vacations. A quick search for #stroopwafel or #friet reveals thousands of videos of travelers rating ‘viral foods’ while posing in line. It’s travel as theater, and we’re all actors—or at least spectators.
But at what cost? While these viral trends boost businesses, they often strain local communities. Barbora Labudová, who works at FA Stroop Stroopwafels in Amsterdam, constantly asks phone-wielding customers not to film her as she prepares their treats. Locals in neighborhoods like De Negen Straatjes are pushing back, demanding the city review licenses for shops like FabelFriet. Activist groups are even suing over overtourism. Making a hotspot ‘hotter’ rarely benefits residents—it often degrades their quality of life.
And yet, the queues persist. Even when travelers know the hype is manufactured, they still join in. Why? Because the wait itself has become meaningful. It’s a shared experience, a story to tell, a post to share. But here’s a thought-provoking question: are we losing the joy of genuine discovery in favor of algorithm-driven trends? As Stefan Gössling points out, we’re no longer wandering and finding hidden gems; we’re following digital breadcrumbs. Is this the future of travel, or is there room for something more authentic?
What do you think? Are viral food queues a harmless trend or a symptom of a deeper issue in modern travel? Let us know in the comments—we’d love to hear your take!
