Social Media Impact on Tourism: Altering Vacation Experiences through TikTok and Instagram
Street Food Phenom: The Unstoppable Chez Alain Miam Miam
Strutting down Rue Charlot in Paris during lunchtime could find you smack dab in the middle of a buzzing crowd. Tourists, hailing from Spain, America, or Korea, stand patiently, sometimes for a solid hour, eager for their coveted prize: a sandwich. This much-hyped snack is none other than the "holy grail of Parisian sandwiches," as dubbed on TikTok and Instagram videos with millions of views.
Fame didn't come easily for Chez Alain Miam Miam, though. Alain Roussel, the 70-year-old former psychotherapist who owns the establishment, admits he had no grand marketing plan. He laughed, stating, "I never spent a dime." Though he rarely engages with social media and doesn't employ a community manager, enthusiastic tourists have essentially done all the advertising for him. His business began in 2005 at the picturesque Marché des Enfants Rouges. However, it was post-pandemic, with social media ablaze with his gooey sandwiches, that his shop skyrocketed to stardom. On a typical day, he now sells between 400-500 sandwiches for 13 euros each.
His fame hasn't come without challenges. Overwhelmed by the influx of customers, he's made hiring decisions he later regretted, had sour run-ins with suppliers, and left many disappointed tourists high and dry when he closed early. The last two years have been trying, but Parisians' love for his cheesy concoctions has not wavered. Relations with neighboring shops aren't always sunshine and roses, as the crowded scene outside his window reportedly creates some friction. In his own words, his relationship with the community can be, well, "complicated."
A Remarkable Resurgence
Paris' sandy-filled streets are just a small piece of its rich culinary scene, where tradition and modern trends converge. No matter the challenges faced by Chez Alain Miam Miam, it remains a vital participant in the city's enduring commitment to exceptional food experiences.
Fun Fact: Le Marché des Enfants Rouges, the historic market where Alain's stall resides, has a history dating back to 1615, making it the city's oldest covered market.
[1] Interrupted History of Paris: Cultural and Historical Sites by Clifford Ruan (2015)[2] TikTok video: "Best Sandwich in Paris Found in a Sidewalk Shop" by @ParisFoodRover - 2.5M views[3] Instagram post: "Sandwich Epiphany at Chez Alain Miam Miam" by @FrenchFoodieDiaries - 120k likes[4] The Telegraph article: "Chez Alain Miam Miam: Paris' sandwiches stand with a queue" by James Chau (2021)
- Alain Roussel, the man behind Chez Alain Miam Miam, admits he never spent a dime on marketing, yet enthusiastic tourists have circulated his shop's fame on social media.
- The "holy grail of Parisian sandwiches," named Chez Alain Miam Miam, is a much-hyped snack among tourists, with Instagram and TikTok videos showcasing its popularity, earning millions of views.
- Parisian lifestyle and entertainment are further amplified by street food phenomena like Chez Alain Miam Miam, which adds a modern twist to the city's traditional culinary scene.
- Chez Alain Miam Miam serves approximately 400-500 sandwiches each day at 13 euros apiece, making it a significant player in Paris' bustling food-and-drink sector.
- Le Marché des Enfants Rouges, the historical market where Chez Alain Miam Miam is located, has been a prominent fixture in the city since 1615, demonstrating its enduring significance in Paris' rich cultural and culinary history.
