When the Nutella milkshake came to the cafe in my building the “foodie” hoards descended like extras in The Walking Dead. Yet I soon realised this wasn’t about enjoying it, but being seen to be enjoying it on social media, writes Alex McClintock.
A couple of months ago I moved into a new apartment in Sydney’s inner west with my girlfriend. It’s our first non-share house and we are just thrilled to be paying half our combined salaries in rent if it means our cheese will be safe.
At first we enjoyed playing house and visiting IKEA. I even got over the crippling fear of Bunnings Warehouse I developed at age seven, when Dad left me and my brother in the car for an hour while he “popped in for a packet of screws”.
Even better is the suburb, which is often described as a village due to its bars, shops and nearly 10,000 residents moving in each year.
There was even a café in the base of our building – a relaxed little place you could go to read the paper or grab a quick takeaway coffee.
It was a perfect life. Then the milkshake came along.
The first I knew of it was when I saw the mob outside the café. Though initially it looked like they were trying to hitch a ride on the last chopper out of Saigon, a woman informed me that they were in fact queuing for a Nutella donut milkshake served in a mason jar (with handle), which had been featured in the Sydney Morning Herald the day before. Soon similar monstrosities were appearing across the nation.