19 Apr '12, 10am

Nation of queuers

Anyone walking down Omotesando – the busy street that is home to Monocle’s Tokyo office – might be wondering what is going on this week. At different points along Omotesando’s unusually wide tree-lined pavements, people are standing in orderly queues. No, there aren’t sudden food shortages in Tokyo or visiting celebrities to ogle. The three big queues are for a new Ben & Jerry’s ice cream shop, a café called Eggs ‘n Things whose only other branches are in Hawaii and another for Tokyu Plaza, a brand new shopping centre that opened yesterday. When Ben & Jerry’s opened at the weekend, they pulled out all the stops including hiring a team of black Labradors dressed as cows and giving out cups of free ice cream. They needn’t have bothered. Someone should have told them that if it’s new, the crowds will come. And if it’s good, they’ll keep on coming. The ability to queue fo...

Full article: http://www.monocle.com/monocolumn/2012/04/19/nation-of-qu...

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