With over 750 reviews this place definitely doesn't need any more attention. But do have some tips from friends that are frequent customers. This cheese cake is good if you want a lighter tasting alternative. One thing is for sure, line ups do not correlate with the products sometimes and this happens to be a product not worth lining up for an hour. Tops 15 minutes which is how long we waited.
The reason for the line is that they sell in batches and with little to no store space for customers to stand...this creates an instant line up and illusion to attract more passing patrons.
The aroma once you step inside is admittedly very attractive but it's largely from the huge blocks of butter they are melting for their Madeleine, not cheesecake.
Cheesecake: good but tastes much better overnight. good value for the price ($10 after tax)
Madeleines: delicious! Worth getting considering we waited 15min for the cheesecake anyway but we were advised by our friends to eat this hot and fresh...so we did! Wish we bought a box of these.
Give it a try if you see a short line, otherwise..really not worth it.