Thanks to the glory that is social media, 'foodie' culture has allowed for plenty of marketing potential in the restaurant industry. When we have a good meal (or, at least, an incredibly aesthetically pleasing one), we take a picture for Instagram, we check-in on Facebook, we leave a review on Yelp.
In fact, in a recent survey conducted by Compete.com, 50% of adults aged 18 - 32 years said they become aware of particular foods and restaurants via social media. Which is why, when California fast food chain In-N-Out Burger made its way to Australia this week, the results were unlike anything you would've expected in a pre-Facebook generation.
Because of their viral success, In-N-Out is able to open 'pop up' shops all around the world, allowing local food porn enthusiasts just four hours to be able to try their famous burgers for themselves. Because of the limited time and the increasing concept of 'FOMO', the lines are understandably huge, and Sydney, Australia's case was no different.
(Aussie food blogger Rebecca Sullivan called it "herd mentality in its most embarrassing form." I call it, "How dare you underestimate the majesty of a dope-ass hamburger!")
Unfortunately, the In-N-Out pop-up only had enough ingredients to make 300 or so burgers, so employees gave out wristbands to the first 300 people in line, and then sent everyone else on their way. (Will this make them rue the day they met In-N-Out? Will this only make them try harder next time? Who knows.)
But, as a Californian, this whole event had me thinking:
Have you had In-N-Out before? Do you want to try In-N-Out? If you don't live near one, and an In-N-Out pop-up came to your neighborhood, would you try to go?
Let me know in the comments below what YOU think, and for more WTF news, follow my WTF Street Journal collection.