In bustling urban centers, a unique service has emerged to satisfy the craving for viral food trends: paying individuals to wait in line. This practice, known as line sitting or line waiting, has become increasingly prevalent, particularly in cities like New York and Los Angeles, where people are willing to delegate the task of queuing for popular restaurants and food items.
Robert Samuel, founder of the professional line-waiting company Same Ole Line Dudes, attributes the surge in line sitting to social media platforms, with TikTok being a primary driver. "It’s always been a thing, but I think social media makes it bigger than it used to be," Samuel stated, explaining that "there’s more people out there doing it. I blame TikTok more than any other platform."
Historically, line sitting has been employed for securing tickets, the latest electronic gadgets, or tables at sought-after establishments. Samuel noted that one of the earliest viral food crazes to significantly boost his business was the cronut, a croissant-doughnut hybrid. He recalled a client who hired six line sitters to acquire a dozen cronuts for business associates visiting from Japan, as there was a limit on how many could be purchased per person.
Currently, Same Ole Line Dudes employs approximately 35 line sitters who fulfill requests across New York and other areas for "anything that requires a wait." A recent example of a viral food item drawing significant queues is the dot cake from Manhattan’s Butterfield Market. These single-serving cakes, topped with thick icing and nonpareil sprinkles, have gained considerable traction on TikTok and Instagram, leading to long lines outside the Upper East Side grocery store.
Samuel shared that one customer hired five line sitters to obtain two dot cakes of every available flavor. The company's pricing structure includes a minimum booking of two hours for $50, with additional hours costing $25 and half-hour add-ons priced at $15. Rates can fluctuate based on factors such as inclement weather, expedited service, and the nature of the requested item.
Other platforms, like TaskRabbit, also facilitate connections between those seeking line sitters and available individuals. In New York City alone, there are over 4,900 "taskers" listed for line sitting services.
David Henkes, senior principal and head of strategic partnerships at food service consultant firm Technomic, suggests that the trend reflects a consumer pursuit of novel experiences, with food often at the center, especially when an element of exclusivity is involved. "Largely, I suspect, due to social media, but regardless, this trend of line sitting reflects this continued consumer demand for newness, while also exposing the realities of the economy today," Henkes commented.
He further explained that this phenomenon highlights how individuals, particularly those with higher incomes and limited time, are willing to pay to bypass the inconvenience of waiting. "People are time-strapped and, particularly [those with] higher incomes, are willing to pay more for experiences but don’t want to go through the hassle of waiting," Henkes said. "Obviously, not everyone can afford sitters, so this is really mostly for those with money but not time, widening small gaps in access to cool experiences."