It was a freezing, rainy December day in London. But the hardy fried chicken lovers queueing around the block on Shaftesbury Avenue didn’t seem to care. Cult US chain Dave’s Hot Chicken was opening its first UK store – and, for some, the bragging rights for being there were well worth the sodden hours shuffling towards a taste of the brand’s famed sliders.

After all, more extreme acts of devotion are commonplace. British TikTok influencers have flown 5,000 miles to LA to try Raising Cane’s viral chicken tenders.