Culture Brief
Charlotte's lines are becoming a third place of their own
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Left to right: Lines at Maman Plaza Midwood (Photo: Courtesy of Callie Langhorne), pop-up bagels in Ballantyne and a Bru Coffee pop-up in Camp North End. Photos: McKenzie Rankin/Axios
Charlotteans are waiting hours in line for croissants, coffee, bagels and barbecue — often before doors even open.
Why it matters: People aren't just standing in line for what's at the front of it. Line culture can signal status and taste, but it can also create community — turning the queue into a third place of its own.
What's happening: After talking with readers, a sociologist and local and national business owners, two versions of Charlotte's line culture emerged.
- There's the rush for big, buzzy brands like Maman and PopUp Bagels, where social media hype and the novelty of a first Charlotte location draw crowds.
- Then, there are homegrown favorites, like Brü, one of Charlotte's most popular coffee pop-ups, where I've joined dozens of others waiting more than an hour to get one of their draft lattes.
- Or, just slightly out of town, there's Jon G's Barbecue — about 45 minutes east of Charlotte in Peachland — where hundreds line up each Saturday for their burnt ends and spare ribs.
What they're saying: There's a sociological term for the sense of connection that can form among strangers gathered for the same purpose: "collective effervescence," UNC Charlotte Professor of Sociology and Organizational Science Lisa Walker tells Axios.
- Shared anticipation can turn a line into a "temporary micro-community," Walker says, where strangers connect over a common goal.
- And a crowd can attract an even bigger crowd. Walker says when we see other people willing to wait for something, it signals to us that whatever they're waiting for must be worth checking out — a phenomenon sociologists call social proof.
Case in point: At Jon G's, customers call it "tail waiting." Some arrive as early as 5:30am for Saturday service, and owners Kelly and Garren Kirkman say customers have even brought RVs and spent the night.
- People who arrive alone have left with new friends' phone numbers and plans to meet again, Kelly says." What brings people back is really just that it's an experience more than just a meal," she adds.
The common thread: Scarcity can fuel the excitement. BRU operates as a pop-up, while Jon G's opens its Peachland restaurant only on Saturdays, outside of occasional food truck appearances around Charlotte.
Yes, and: National brands can create that same sense of limited access. Maman, the New York-born French cafe with three Charlotte locations, gives the first 100 customers at its openings a limited-edition tote bag and cookie with purchase.
Flashback: In 2022, Maman began expanding beyond New York into markets like Washington, D.C., Texas and South Florida, attracting customers who were already familiar with the brand from New York, explains marketing director Andrea Szot.
- By the time Maman reached Charlotte, some customers had already visited elsewhere, while others knew it from social media. When its Plaza Midwood location opened, the line stretched out the door and didn't let up for days.
The intrigue: We asked Axios Charlotte readers about their longest waits around town. Responses have been edited for clarity and brevity.
- "It was 100% worth it," Leah R. says of waiting about 3.5 hours with her dad during Price's Chicken Coop's final weekend in 2021. "We made friends and shared stories about what the local joint meant to us over the years."
- Lauren R. abandoned Maman's early-days line but will happily arrive at local gluten-free bakery The Accidental Baker in Oakhurst well before its 9am opening.
- Maddie C. has waited about five hours for Jon G's. "We tailgate together, sharing beer, stories and games," she says. "It's a beautiful showing of community."
- Ollie M. waited 45 minutes for Brü Coffee. "It was annoyingly the best coffee I've ever had. I'd stand in that line 100 more times."
Zoom out: Charlotte isn't alone in its growing queue culture. The phenomenon is playing out across the country — particularly in New York — and extends beyond food, from limited-edition Labubus to the latest celebrity beauty drops, Vanity Fair writes.
- In a New York Magazine Reel, features writer Brock Colyar asked New Yorkers why they were willing to wait in line for food. Some described treats like dessert and ice cream as "small luxuries" during times of economic uncertainty, while others described the line as a third place — or simply said they had nothing "better to do."
Zoom in: Charlotte's rapid growth and the crowds that routinely turn out for social meetups show a city hungry for community.
- It makes sense, then, that a line for a $7 coffee or $9 pastry can become a gathering place of its own.
The bottom line: Don't expect line culture to disappear anytime soon, even if you're not one to queue up. For many, the wait is about more than what's at the front of the line.