In early 2023 we reported on the appearance of queues outside food outlets in Amsterdam that were created by TikTok posts. We asked the questions whether this might be a new global phenomenon. Apparently so, because now there is an extensive report in the Guardian newspaper detailing the many ways in which hospitality businesses try and harness the TikTok queue as a marketing mechanism. As one interviewee remarked: “We wait in line for everything now,” says 23-year-old Hannan