NEW YORK (FOX5NY.COM) - It's 6:30 p.m. on a Tuesday and 34 degrees out and there are a few dozen people waiting on line outside in the cold to get a milkshake. So is it worth it? That depends who you ask. Two and a half hours to get an ooey, gooey, candy and cookie coated $15 milk shake at the Black Tap. The Moraes sisters came all the way from Brazil!
Yes it seems like a decadent indulgence, but why wait for this when you could easily get a great milk shake at any one of hundreds of places in New York City?
The Black Tap shake is just the latest food to cause a craze on social media and inspire lines that can go on and on.
First there was the Cronut. Then the ramen burger. And more recently the rainbow bagel.
Adam Platt, chief restaurant critic for New York Magazine, isn't buying in. In an article on Grub Street, he dubs the phenomenon the "great line apocalypse" and argues that the foods people are lining up for are more gimmick than gourmet -- not dining, but experiencing.
Which is exactly what brought most of these people to black tap on a cold night. But what they do know is that whether they like it or not they know they'll leave with Instagram gold, which for some is the sweetest part of all.