Honestly, it’s no wonder the video’s concept took on a life of its own, inspiring dozens of riffs on the “millennial burger joint” and even its own sub-meme: “‘millennial burger joint’ but OK what about (insert other millennial habit here).”
AS PERSONENZA TOLD TODAYhe wasn’t mocking any specific restaurant, or even the “two best buds from college with a ‘crazy’ dream”—it was the sameness. The fact that these places that dripped with attitude were all sharing the same voice. You could step inside one and be anywhere; mom and pop, but make it Chili’s. Only with steakhouse prices.
And that last part, in our “what about the price of eggs?” era, is what’s really sticking with people. Everything costs more these days, and yes, those grass-fed burgers are higher quality, but how much is too much? And why can’t we quit these joints, even as we grumble about the prices?
We did this, fellow millennials. And it’s reflective of the larger commentary on our generation: We love a distinct vibe, then emulate it with such precision that the effect is ubiquitous and loses the personality and edge it initially had. (See: rustic chic weddings, naked cakes, millennial pink and Scandi minimalist decor, beige parenting—need I go on?)
