New Yorkers queue for hours for Instagram-worthy pizza and hot chocolate

In front of L'Industrie Pizzeria, as at many other New York restaurants and shops, customers queue behind barriers for a prized pizza slice. But unlike most cities, standing in line is an attraction — not a chore. The power of social media trends means that for some, waiting hours signals 'taste, knowledge and stamina,' an academic notes. Food influencer Ali Chilton (168,000 Instagram followers) told AFP that her 2023 video of hot chocolates at Glace racked up tens of millions of views, sparking a craze. 'Some would blame me for the lines at some of those places,' she said.

Queuing can even go overnight. Last year, people lined up for free tickets to a Central Park play starring Lupita Nyong'o and Peter Dinklage. Isabella Downes, who waited 40 minutes at a Manhattan deli, said she was drawn to 'participating in something trendy and fun.' This phenomenon shows how online virality now directly shapes physical behavior in New York — turning waiting in line into a badge of honor and a content opportunity.