Still, this isn't new: it's been building over the past few years, spurred on by the likes of Jollibee and Din Tai Fung. But when these restaurants land, social media drives such a frenzy that it might make even the most sceptical diner pause and wonder if they're missing out. If so many people are willing to wait, the burger must be worth it, right? It's the thrill of being fashionable — the feeling that you're about to get your hands on the latest social media sensation. But it's also about exclusivity: you're trying it before anyone else, even if in the end everyone does get served.