The BBC recently featured an article entitled: Why travellers keep queueing for viral food and the short answer is because a lot of people are lemmings and social media has made even more people into lemmings than were lemmings before.
But that’s too short for a blog post so…
Speaking as someone who loves food and travel, I can honestly say I am not waiting an hour to get anything described as a ‘viral food.’
Which was my exact position in 2016 when Grub Street published an article entitled: “The Ridiculous Rise of Viral Food and the Great Line Apocalypse” about people waiting for 2 hours for “freakshakes” and rainbow bagels.
So none of this is new – not the lines, not the weird trends, not my attitude towards the same.
And this isn’t because I am contrary (though some will say I am) but because the reason these things go viral almost never has anything to do with how they taste and more to do with wanting to be ‘in on’ the latest thing and the shock value of what has been done to these poor foods.
The subtitle of the BBC piece is: “Experts explain how FOMO, social proof and performance culture have turned ordinary snacks into global must-queue experiences” and it features psychologists pointing out that “these lines aren’t really about the food at all; they reveal how social media, status and performance are reshaping modern travel” So, the docs and I are on the same page – none of this is actually about the food. The food is a prop.
The article also says that “[Social media] gives tourists a stage on which to perform their vacation,”
Not unlike the days gone by when people used to bore their friends senseless with slides of their travels during cocktails. Which I like to think I wouldn’t have done either.
Look, I’m not someone who suffers much from FOMO – I’ll pass GLADLY on freakshakes, gold flecked burgers, and hybrid pastries that look like they ate Rhode Island.
I don’t really film stuff, much less myself and I am definitely not filming myself eating. Besides, I am a static photo sort of gal. And we’re off to Lanzarote tomorrow so there will be photos of food, cats, landscape and the like. But unlike slideshows of yore in days gone by when you were trapped on the sofa with the sound of the slide projector humming in your ear, you can scroll past
And I don’t really have anyone I need to offer’ social proof’ to. I mean, sure, I could tell you guys that I had an amazing burger or had my mind blown by a doughnut. And I probably would. But not to PROVE I had it. But to share the joy of an amazing burger and mind-blowing doughnut. But I would only do so IT IS WAS ACTUALLY an amazing burger or a mind-blowing doughnut. Not because I finally had some weird Fraken-burger or doughnut spiked with pretzels that all the ‘influencers’ have been saying is amazing or mind-blowing.