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- Chris Pugh, cleveland.com
The race to get the latest viral food sensation is leading some customers to outin line, Fox News reported
As social media drives demand for limited-time desserts, pastries and other trendy treats, a growing number of consumers are paying professional line sitters to stand in queues outside bakeries, restaurants and specialty food shops. Businesses that once specialized in waiting for concert tickets or new technology releases are increasingly being hired by food enthusiasts hoping to avoid long waits while still securing the latest internet-famous item
Professional line sitter Robert Samuel, founder of New York-based Same Ole Line Dudes, said demand has grown significantly alongside the rise of social media platforms that can turn an ordinary bakery item into a national obsession overnight. Samuel told Eater that while people have long paid others to wait in line, platforms such as TikTok have amplified the trend by rapidly creating must-have food experiences that attract hours-long lines
One of the earliest food crazes to boost Samuel’s business came more than a decade ago with the cronut, the croissant-doughnut hybrid that drew customers from around the world. Samuel recalled sending multiple employees to purchase the maximum number allowed after a client wanted to impress overseas business associates with the then-hard-to-find pastry. The request highlighted how exclusive food items had already become valuable enough for customers to pay someone else to secure them
Today, the company’s roughly three dozen line sitters accept requests for nearly any event requiring a lengthy wait, from product launches to popular restaurants. More recently, viral “dot cakes” sold at Manhattan’s Butterfield Market have generated long lines fueled by TikTok and Instagram videos, prompting customers to hire multiple line sitters to purchase cakes in several flavors before they sell out
According to Same Ole Line Dudes’ website, the company charges a minimum of $50 for up to two hours of waiting, with additional fees for longer waits, rush requests and severe weather. The concept has expanded beyond dedicated line-waiting businesses, with online marketplace TaskRabbit also offering thousands of people in New York City willing to stand in line on behalf of customers
Industry analysts say the trend reflects changing consumer priorities, particularly among higher-income customers who value convenience as much as the experience itself. David Henkes, senior principal and head of strategic partnerships at food industry consulting firm Technomic, told Fox News Digital that social media continues to fuel demand for exclusive food experiences while creating opportunities for consumers willing to pay to save time
Henkes said the growing market for professional line sitters also highlights an economic divide, as paying someone else to wait in line remains a luxury many consumers cannot afford. While viral food trends continue attracting crowds eager to post their experiences online, the ability to skip the wait increasingly comes at a price
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This article was produced with assistance from AI tools and reviewed by Cleveland.com staff
