At 9.45am on a warm Saturday in September, a queue snakes down the pavement in Notting Hill, west London. Stretching for 20 yards past office blocks, estate agents and cafes, the line is waiting peacefully for an unusual morning snack: frozen yoghurt. The purveyor is the dessert shop Yo-Chi, which opened only a fortnight ago, one of the many hospitality businesses making queueing an increasingly common part of the British dining experience.
“We wait in line for everything now,” says 23-year-old Hannan Mahamud as she stands midway down the queue with three friends. “I queued for an hour the other week for a cookie, although it wasn’t worth it. We heard about Yo-Chi through a creator on TikTok who works in an office building across the road and posts queue updates. We thought it might be a fun day out.”
