Millennials, Admit It: We're Responsible for the Nation's Most Egregious Food Trend

First, they attacked us for our unabashed love of avocado toast. Then, the way we parted our hair. And the fact that we like exposing our ankles, because—while we were born in the 1900s—we are not Victorian. We shall not be ashamed of showing a little leg. You know, the approximately 3 inches of it that peeks out between our no-show socks and skinny jeans.

Well, TikTokkers aren't done skewering us, and frankly, the latest dig is a real wake-up-and-smell-the-truffle-fries moment. Set to the song "We Will Never Die" by comedian Kyle Gordon (eat your heart out, Jack Antonoff circa 2011!), 26-year-old content creator Jake Continenza playfully skewers the "millennial burger joint" in all its super-unique-except-there's-one-in-every-town glory. See for yourself:

"Why are they all the same?" he laments in the caption, as he shares the hallmarks of the trend: exposed brick walls, stiff metal bar stools, brioche-topped burgers served on a quarter baking sheet...and a meal that can cost upwards of $20, fries sold separately.

The aesthetic—and commentary—was all too relatable. Just about everyone can picture at least one place like this in town. It's the type of place where the fries are served in a small wire basket, typically tossed in shredded Parm and truffle oil or served with a metal ramekin of garlic aioli (and don't you dare call it mayo). There's always a fried-egg-topped breakfast burger, and the menu is often divided into "handhelds" and "shareables."

And if you want something green, you can shell out $7 for a mini skillet of crispy Brussels sprouts drizzled in hot honey. You'll find the spot by the chalkboard sandwich board outside, usually offering a pithy comment or drinking joke ("when it rains, we pour!") instead of hawking any specific menu item.

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 Continenza told TODAY, he 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?)