Hundreds of young people said “adios” to any Tuesday morning plans they might have had (like… work) to queue for two hours to eat a burger they probably wouldn’t even get to eat.
Why? Because news had just broken that In-N-Out – the Californian burger chain with a cult following – was back in town with another pop-up. (With a red carpet, of course.)
From 9am, Melbourne’s Chapel St had sprouted a heaving line of people, The Age reports.
Well that escalated quickly. If you didn’t hear the news, @innout quietly popped up in Windsor today, taking over the kitchen at @lover3181. And the response was…out of control. People were queuing on deck chairs from 9am this morning. Seriously. If you missed out, hit up @californiaburgersmelb or @laburgersaus for the next best thing ???? @courtneykingphoto #urbanlisted
Only the first 300 were guaranteed a feed (with wristbands!). At 11am, the pop-up started serving their meat treats. By 11.15am, they were sold out.
The kicker? Instead of people dawdling away with a shrug and a sigh, they… stayed. When The Age reporter Liam Mannix rocked up at noon, there were still at least 200 people queuing.
That’s 200 people with precisely zero chance of getting their paws on that prized loot. Why did they hang around? Even they couldn’t explain the mysterious behaviour.
In-N-Out is one of those mystical brands that, through clever marketing, managed to nail that holy balance between the scarcity and bandwagon effects. The harder it is to get your hands on something, the more desirable it is. In-N-Out stores only exist in six US states and the international pop-ups always have a very limited amount of burgers. YOLO and FOMO might feel like outdated terms – but these are the precise sentiments In-N-Out arouses.