Waiting Doesn't Become The Habit

The Habit Restaurant bets that people are willing to trade a bit of time to get a fresh made-to-order burger. But how much time?

Today we waited 15 minutes---disappointing because there was no one in front of us when we placed our order. (One calibrates expectations by the length of the line.)

Habit does make a bigger, albeit more expensive burger than In-N-Out. The quality is comparable, and the menu selection is larger. They would become a clear favorite over the competition, IMHO, if Habit offered free wi-fi. Then when the "short" wait becomes long, few may notice.