CULTURE

Popeye's Chicken Sandwich: How FOMO Will Kill Us All

Get One Now Before it Brings on Armageddon

Policy Genius

Last night, after work, I walked down to the Popeye's in midtown Manhattan, with a faint hope that I might be able to get in on the chicken sandwich hysteria.

Their infamous sandwich has finally returned after being sold out in an unprecedented frenzy this summer. Whatever food-science voodoo they're doing in their corporate labs has burrowed into America's cultural brain and laid eggs in the structure responsible for lifting one eyebrow skeptically and muttering, "It's just a f*cking sandwich…"


midtown popeye's lineNBC News


With one new item on their menu, Popeye's has cemented itself as a major player in fast food and dealt a major blow to the evil empire of Chik-Fil-A. FOMO has taken over. People are literally dying and killing for these sandwiches. None of us wants to miss out on the latest sensation in mass-produced dining, and that includes me. As much as I'd like to point to journalistic motives for making the trek, I really wanted to try this sandwich, and I was really disappointed when I found that a line of 40 people had formed…despite the fact that the sandwich already sold out.

I was not optimistic that my commute home would offer better prospects, but I was in luck. Deep in Queens, not only was the line reduced to a more modest 30 people and moving at a rapid pace, but there were plenty of sandwiches to go around. At the front of the line, three cashiers were in constant motion to keep the customers and their sandwiches flowing. They had gotten their methods down to an assembly-line science that resulted in me receiving three sandwiches, two biscuits, and a side of coleslaw within two minutes of placing my order.

A very tasty sandwichPopeye's


As happy as I was to be in and out so quickly, none of this seemed like a good sign for the sandwich itself. How could any sandwich assembled in such a systematized way—sold by the thousands for four dollars a pop—deliver on the hype that this one had been receiving? I was expecting disappointment. I was expecting a soggy, sloppy, luke-warm mess. Still, I wanted to give it a proper chance. I wasn't going to wait until I got home while sauce and steam were compromising the breading, soaking into the bun. I unwrapped and bit into the first sandwich a few steps from Popeye's entrance. It was…orgasmic.

Or at least, you know, really tasty. There's no use denying the truth that Popeye's has achieved a fast-food miracle. Something so affordable has no business being this good. I've had better sandwiches now and then, but not without spending three times as much, and even then, it's been noteworthy. But Popeye's breading is crisp and flaky, without a hint of grease. The brioche bun is soft and slightly sweet, meat is juicy and tender, full of subtle flavors brought out by the mayo, with just the right amount of salt and crunch from the pickles.


Way overrated

Having eaten one, the insane response it has received suddenly becomes the most obvious and predictable part of the story. It is undoubtedly overhyped, but only in the way that puppies are overhyped—because there is no sandwich and no baby animal that can fill the tremendous void in your life…but it can sure feel that way for a few minutes. The real issue is not that the sandwich is overhyped, it's that the sandwich exposes what might be the most destructive force in our society: FOMO is going to kill us all.



How much waste and human misery is spreading out from Popeye's new sandwich and the ravening masses of us that are lining up for it? How many new franchises will open to tap into the demand? The transitory hyper-focus of internet culture has bled into literal meatspace. It's the "OK, boomer" of franchise dining, the "Gangnam Style" of foods. A meal—a physical, edible object—has somehow been memeified and gone viral, resulting in new heights of employee exploitation, untold expenditures for production, shipping, and processing, and what must be a pretty slim profit margin at this price point. People will inevitably compare it to the McRib, but that sandwich is a seasonal blip compared to this. This is a true game changer for fast food—to be followed by so many failed attempts to recreate it and a restructuring of business models to maximize the potential for this sort of craze.

Even if we know we're being played…we really won't want to miss out on what everyone is talking about. And to maximize on that impulse, whatever everyone is talking about will have to be cheap, ubiquitous, and available right f*cking now. Food heightens the FOMO phenomenon, because food is universal, but the same pressures are there for fashion, electronics, cosmetics. It's the iPhone 11, New Era caps, and Kylie Lip Kits. It's a new Black Friday every week, and if you don't go line up now, you are already falling behind.


Ninth Annual MTV Movie Awards - ArrivalsIf you haven't already tried this sandwich, you are Chris Kirkpatrick's paisley bucket hat WireImage


So how do we counter the disease of hyper-consumption when consumption is the currency of our culture? If you have to consume to participate in the moment—and you absolutely have to participate in the moment—how do we save the planet? In a civilization where people will wait in line and fight and die before they miss out on the new sandwich everyone is talking about, the planet doesn't stand a chance.

Also, Jeffrey Epstein didn't kill himself.

FILM & TV

Extra, Extra, Read All About It! This Just-in...Justin Timberlake, the Author

From Boy Band to Books, Is There Anything This Man Can't Do?

'N Sync made Justin Timberlake a household name, but who knew the formerly curly-haired cutie would go from pop to publishing?

Just when you thought Justin Timberlake had tasted all facets of fame, there he goes proving he still has so much more than music and movies to conquer. He has a book coming out October 30th, Hindsight & All the Things I Can't See in Front of Me, co-written with Sandra Bark. He shared the exciting news with his followers below...

The highly-anticipated book – Timberlake's first – "will give readers a peek into Timberlake's creative process through an intimate collection of images from his personal archives that range from childhood to present day." From his time with his fellow boy banders to his time on screen to his personal life (including his wife and son), and then some, this book is sure to be filled with sensational stories and scenarios fans have been waiting to read. A life like Timberlake's doesn't come along often, so getting a glimpse into the world of a superstar is sure to be a page-turner. And there are photos too!

The book will include "anecdotes, reflections, and observations on his life and work to give readers more context behind what inspires him and what goes into producing a highly orchestrated live show and tour." With talent like Timberlake's, learning his professional process will be fascinating and inspirational. He has been at his many crafts for years, always impressing audiences with his fine-tuned finesse and flair. Adored by fans worldwide, from all walks of life, we will now get a better idea of what makes the star tick.

In a press release, Timberlake shared, "At this significant time in my life, I wanted to share the moments that helped make me the artist I am today. I'm looking forward to sharing these photographs with readers as well as my son. Working on this book was an amazing process for me. My story has been filled with so many amazing people that have helped me become the artist I am today. Reflecting on those moments, spotlighting some of the important people and places that have informed my music, and getting the opportunity to share my story is something I am very grateful for." And we will be grateful to read all about it!

Can't wait to get in on the Timberlake tell-all? Pre-order your copy of Hindsight & All the Things I Can't See in Front of Me now and be among the first to crack open what has got to include plenty of juiciness, lots of laughs, inside scoops, and a bird's-eye view of what JT's wonderful world is all about.


Melissa A. Kay is a New York-based writer, editor, and content strategist. Follow her work on Popdust as well as sites including TopDust, Chase Bank, P&G, Understood.org, The Richest, GearBrain, The Journiest, Bella, TrueSelf, Better Homes & Gardens, AMC Daycare, and more.


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