July 27th 2024.
Dishoom has become synonymous with queues, and it seems like nothing can change that. Even with the world on the brink of ending, there will still be faithful customers lining up outside the Indian restaurant chain. It's no wonder that when searching for "Dishoom queue" on X, the first post that greets you is a tweet from @safx41, bemoaning the long wait times.
But @safx41 is not alone in their frustration. Many others have taken to social media to complain about the seemingly never-ending queues at Dishoom. It's become a common joke that even during the most unlikely scenarios, such as the end of the world, there will still be a queue outside Dishoom. Despite the constant complaints, people still flock to the restaurant, making it a must-visit spot in London.
Dishoom has been a popular destination since its opening in 2010, with the first café launching in Covent Garden. This means that for the past 14 years, people have been lining up to taste the flavors of Bombay. In today's financial climate, it's an impressive feat to have such a dedicated following for so long. But it does make one wonder, why are people still treating Dishoom like it's the latest viral hotspot?
According to behavioural economist Meg Elkins, there may be a psychological element at play. Queues make people think that something is desirable, otherwise why would they be willing to wait for it? This desirability can also lead to FOMO (fear of missing out), which may explain why people join the queues at Dishoom.
Other popular restaurants in London, such as Padella in Borough Market, have found ways to minimize their queues by using virtual queueing systems. However, Dishoom has not yet adopted this method. Some speculate that they may want to keep the queues as a form of free promotion for the restaurant. And they wouldn't be entirely wrong. Shamil Thakrar, one of the founders, has admitted to Eater London that he sees the queues as a sign that people still love Dishoom.
Despite the long waits, there is one undeniable benefit to queueing for Dishoom - the free drinks. As a way to appease frustrated customers, staff often offer complimentary chai, shots of alcohol, or homemade lemonade. They have even been known to provide umbrellas during bad weather. Even top chef Marcus Waering is fascinated by the queues at Dishoom, but you won't catch him waiting in line anytime soon.
So why do people continue to line up for Dishoom, even in less-than-ideal conditions? Perhaps it's the delicious food, the lively atmosphere, or the feeling of being a part of something special. Or maybe it's simply the thrill of the queue. Whatever the reason, Dishoom's queues are here to stay. And for the loyal customers who brave the wait, it's worth it for a taste of Bombay in the heart of London.
Upon searching for the term "Dishoom queue" on X, one of the first posts that catches my eye is from @safx41, who boldly claims that even if the world were ending, there would still be a line of people waiting outside Dishoom. This seems to be a common sentiment among many who have experienced the infamous wait times at this popular Indian restaurant chain.
It's no secret that London is known for its queues and lines, but one thing you can always count on is that there will ALWAYS be a line outside Dishoom. It doesn't matter what time of year it is, what the weather is like, or even what time of day it is, there will always be a consistent line of people eager to try the flavors of Bombay.
Trying to secure a reservation in advance is nearly impossible, as most of the cafés only accept walk-ins. This leads to lines stretching down the street and around corners at each of their locations. According to the FAQ section on Dishoom's website, peak times can result in waits of up to an hour, but some customers have reported waiting for more than two hours just to get a table.
@safx41's tweet about the never-ending line at Dishoom is not an isolated incident. Many others have taken to social media to express their frustration with the long wait, even during off-peak times such as December. In fact, one tweet compares the line for the Queen's coffin, which included 250,000 people, to the line at Dishoom in Covent Garden on a Saturday evening.
Dishoom has been a successful food business since 2010, when its first café opened in Covent Garden. That means for the past 14 years, people have been flocking to taste the flavors of Bombay. In today's tough economic climate, it's impressive that Dishoom still manages to draw such massive crowds, but it does beg the question - why do people continue to treat Dishoom like it's the latest viral hotspot?
There is likely a psychological element at play here, as behavioural economist Meg Elkins explains that queues often suggest something is desirable. After all, why would people willingly give up their time to wait for something that isn't of high quality? And if you haven't tried it yet, the desirability can also trigger FOMO (fear of missing out), which may also contribute to the long queues.
This phenomenon is not unique to Dishoom, as other popular restaurants in London, such as Padella in Borough Market, also have a reputation for long queues. However, unlike Dishoom, Padella has adapted to the modern age and now uses Dojo, which allows customers to virtually join a queue instead of waiting in the cold. It's interesting to note that Dishoom has not implemented this method, leading some to wonder if they actually want to keep the queues outside as it serves as free advertising for them.
In fact, Shamil Thakrar, one of the founders of Dishoom, has admitted that he doesn't want the queues to disappear and the thought of that keeps him up at night. He believes that the queue is a sign that people still love Dishoom and the thought of that changing is his biggest fear.
But there is one undeniable benefit to waiting in line at Dishoom - free drinks. As the wait times can be quite long, staff often try to appease frustrated customers by offering complimentary glasses of chai in cold weather and shots of alcohol or homemade lemonade in the evenings. They have even been known to provide umbrellas when it's raining.
Even top chef and MasterChef judge Marcus Waering finds the queues at Dishoom fascinating, but you would never catch him waiting in line. He acknowledges that Dishoom's success is impressive, especially considering the constant queues, but as a fellow restaurateur, he knows the pain of watching people line up every day.
Overall, the long queues at Dishoom may be a source of frustration for some, but it's clear that the food and experience are worth the wait for many. And as long as the queues continue, it serves as a sign of Dishoom's popularity and success.
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