I wonder the same thing. But I watch and see the super successful places start by doing this. So either they care more about fame than about profits, or it work

I wonder the same thing. But I watch and see the super successful places start by doing this. So either they care more about fame than about profits, or it works. Of course, for some places this absolutely won't work. If the product isn't unique, it won't work. People will just leave the line and go to another place. So I assume the key metric would be what % of people wait vs. leave the line.