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“Some of the most viral foods in London in the last couple of years include a foot-long croissant, a brick of honey butter toast and cookies thicker than the average burger. A more-is-more principle is in effect. It has led to mash-ups like birria ramen, cheeseburger tacos, cruffins, crookies, brookies and cereal milk ice cream. When something goes viral on here, it reveals something about the things they really want. And what people want, it turns out, are easily digestible food ideas-- things they already know, like the burger, hybrids that they double know but that are also novel” — Ruby Tandoh
Some of the most viral foods in London in the last couple of years include a foot-long croissant, a brick of honey butter toast and cookies thicker than the average burger. A more-is-more principle is in effect. It has led to mash-ups like birria ramen, cheeseburger tacos, cruffins, crookies, brookies and cereal milk ice cream. When something goes viral on here, it reveals something about the things they really want. And what people want, it turns out, are easily digestible food ideas-- things they already know, like the burger, hybrids that they double know but that are also novel