Thousands of people are sending photos of their lovingly-crafted toast to a Twitter account that will give it an honest, and sometimes brutal, rating out of 10.
The @ratemytoast account was started less than two weeks ago but has a following of more than 14,000 people, watching those bravely submitting their concoctions.
It is run by Finn Mciver, from Liverpool, who spends hours assessing bread quality, texture, colour, toppings and presentation.
His comments have included withering put-downs on “shocking slicing”, “soggy bread” and the “Liberal Democrats of toast”.
Asked whether he fears people will take his criticism personally, Mr Mciver told the Huffington Post: “No. If their toast is bad they deserve it.”
The #ratemytoast trend appears to be spreading around the world, proving a hit with bemused Americans on Imgur under the heading: “When the British get bored”.