Diet for a Hip Planet: How Food Becomes Trendy

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 (Andrew Burton/Getty Images)

Mini cupcakes. Kimchee tacos. The cronut. These foods seem to become popular almost overnight, inspiring hungry customers to stand in line for an hour or more just to get a taste. But what makes a particular food fashionable? And what's the deal with San Francisco's $4 artisanal toast craze? We talk with journalist David Sax, who explored these questions for his new book, "The Tastemakers."

We swung by two San Francisco establishments who frequently have lines out the door for their cragels and specialty toast:

From Cragel to Toast: Inside Two of San Francisco's Must-Try Foods from KQED News on Vimeo.


David Sax, James Beard Award-winning food writer and author of "The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue"