The practice of professional line sitting, where individuals are paid to wait in line for others, is experiencing a significant surge, particularly in large urban centers like New York City and Los Angeles. This trend is largely attributed to the influence of social media platforms such as TikTok, which amplify the popularity of unique and often exclusive food items.
Robert Samuel, founder of the professional line-waiting service Same Ole Line Dudes in New York, noted that while line sitting has always existed, social media has amplified its reach and demand. He specifically pointed to TikTok as a major driver behind the current trend. His company, which employs approximately 35 line sitters, handles requests for a wide variety of items that require a wait, from concert tickets to the latest gadgets and, increasingly, viral food products.
One example of a food item driving this demand is the "dot cake" from Butterfield Market in Manhattan. These single-serving cakes, topped with a thick layer of icing and nonpareils, have become a sensation on TikTok and Instagram, with videos frequently showing long queues outside the market. Samuel recounted a specific instance where a customer hired five line sitters to procure two of each flavor of the dot cakes.
Historically, viral food crazes like the cronut, a hybrid croissant-doughnut pastry, were early catalysts for the line-sitting business. Samuel's company was instrumental in helping a client secure cronuts for a business meeting, demonstrating the demand for unique items even in earlier days.
Services like Same Ole Line Dudes have specific pricing structures, typically charging a minimum of $50 for the first two hours of waiting, with additional hourly rates. Prices can fluctuate based on factors such as weather conditions, the urgency of the request, and the specific service required. TaskRabbit is another platform that connects individuals with people willing to wait in line, reporting over 4,900 available line-sitting "taskers" in New York City alone.
Experts suggest that this trend reflects a broader consumer desire for novelty and exclusive experiences. David Henkes, senior principal and head of strategic partnerships for food service consultant firm Technomic, stated that people are actively seeking newness, with food often at the forefront, especially when an element of exclusivity is involved. He also noted that for individuals with limited time but disposable income, paying someone to wait in line offers a convenient way to access desirable experiences, thereby highlighting economic disparities in access to such opportunities.