Chef Eddie Huang said viral food trends may not provide real value to consumers during an appearance on the CNN Engagement Party platform [1].

As social media platforms increasingly dictate dining habits, the gap between digital popularity and actual quality becomes a primary concern for consumers. This tension is heightened as the cost of living continues to climb, making the financial risk of "hype-driven" purchases more significant.

Huang evaluated the phenomenon of food items that achieve massive visibility online, often leading to long lines and immediate sell-outs. The discussion centered on whether the experience of consuming these trends justifies the time and money spent. This occurs against a backdrop of significant inflation in the food sector.

Since 2020, overall grocery prices have increased by 24% [2]. This trend is expected to continue through the current year, with the U.S. Department of Agriculture predicting that grocery store food prices will rise between 2.4% and 3.1% by the end of 2026 [2].

Market reactions to these trends remain contradictory. Some viral items, such as the LA Korean BBQ breakfast burrito, report selling out in minutes, while other grocery brands frequently cited in social media trends are labeled by shoppers as not being worth the hype [3, 4].

For many, the appeal of viral food is less about the flavor and more about the social currency gained from participating in a trend. However, when grocery budgets are stretched, the incentive to experiment with unproven, high-priced trends diminishes. Huang said consumers need to distinguish between marketing buzz and culinary substance.

“The gap between digital popularity and actual quality becomes a primary concern for consumers.”

The intersection of social media influence and food inflation creates a volatile market where consumer behavior is driven by visibility rather than value. As grocery prices continue to rise in 2026, the sustainability of 'viral' business models depends on whether these products can transition from temporary trends to long-term staples.