Bingo. Content generation, it seems, is the secret sauce. These fast food fads don’t need Michelin stars — though publicists might live in hope — or critical approval (though some viral spots, like Hanbaagaasuuteeki, do get their dues). They only need TikTok. Those taking a bite-sized clip of gooey, cheese-pull loaded fries from Camden Market’s Funky Chips or the “perfect patty” from Junk aren’t just documenting lunch, they’re making something instantly shareable. Why do they do so well? Because they’re accessible — few can afford to eat at Ikoyi, but almost everyone can afford to spend a tenner on a sandwich.
Queuing for a viral restaurant? You’re probably wasting your time
