New Yorkers have a reputation in the US for being impatient and disliking waiting, often seeking to avoid queues in subways or crowded stores. However, this habit has shifted. On weekends, many readily accept waiting one hour for a drink at Paradiso, two hours for cakes at Bubby's, or three hours for sales.
Data from OpenTable's 2026 Food Trends Report reveals that New Yorkers are willing to wait an average of 57 minutes for a table, the highest in the US. This figure exceeds Los Angeles (44 minutes), Miami and Chicago (35 minutes), and San Francisco (34 minutes). In contrast, the common industry standard for service is typically 15 to 25 minutes.
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People queueing outside Ha’s Snack Bar on Broome street, New York, US. *Photo: New York Post* |
Many are prepared to queue even longer if a product is currently trending on TikTok. Butterfield Market, for example, garnered attention with its Dot Cakes, priced at 11 USD. Last month, hundreds of people camped for days outside Swatch stores in Times Square and SoHo, anticipating the release of a watch collection.
Food consultant Joe DiStefano noted that extended queues have become a common sight at many restaurants across the city. This trend has expanded to other sectors, including beverages, pop-up stores, and limited product releases.
Social media is transforming queues into a powerful tool for generating buzz. Convenience is often overlooked, as the fear of missing out (FOMO) makes queuing a popular choice. This phenomenon has created a new type of economy where scarcity is highly valued due to the resulting crowds.
Content creator Matt Peterson described this situation as having spiraled out of control, labeling it a "pandemic" of queuing in New York.
Similarly, content creator Renata D’Agrella Kenen recounted seeing eight queues within approximately 10 blocks while passing through the SoHo area. In the Lower East Side, this situation persists despite the hot weather. The willingness to spend time participating in crowded activities is gradually reshaping the rhythm of New York life.
