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$8.99 (as of September 10, 2024 12:24 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)When a restaurant goes viral on TikTok, the immediate aftermath is a whirlwind of excitement and challenges. You see an explosion of curious foodies storming the place, eager to try that one dish that captured millions of hearts and likes. But while the influx of customers can be exhilarating, it brings its own set of hurdles—from supply chain issues to overwhelmed staff and even alienated regulars. Some restaurants ride the wave and thrive, broadening their menu and enhancing customer service, while others scramble to manage the chaos and eventually fade as the next viral sensation takes the stage. In the end, the true story of a TikTok-famous restaurant is a delicate dance between opportunity and the unpredictable tides of internet fame. Have you ever wondered what truly happens when a restaurant goes viral on TikTok? The idea of your favorite eatery blowing up online sounds thrilling, right? From lines out the door to sudden fame, it’s a scenario that dreams are made of for many restauranteurs. However, the reality is often more complex than it appears on those short, catchy clips. In the fast-paced world of social media, can a viral moment propel a restaurant to long-term success, or is it merely a fleeting fascination?
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The Allure of Going Viral
Virtually everyone in the food and beverage industry craves that moment of explosive online recognition. A single glowing review by a prominent influencer can turn an otherwise quiet spot into a buzzing hub overnight. Cities like New York and Los Angeles, governed by trends, are especially susceptible to these viral waves. But behind the glamor, what unfolds is often a blend of chaos, challenges, and moments of overwhelming success.
Lafayette Grand Café & Bakery: When Suprême Croissants Took Over
Take the example of Lafayette Grand Café & Bakery in Manhattan. In early 2022, their circular Suprême croissants, dripping with icing and filled with delicious flavors, captured TikTok’s attention. From baking 12 Suprêmes a day, Lafayette scaled up to 600, often selling out early.
“Lafayette isn’t just a bakery,” a PR representative explained, pointing out their long-standing appeal for family dinners and private events. Despite the influx of new customers, traditional guests remain loyal, often discovering other culinary delights on offer.
| Before Going Viral | After Going Viral |
|---|---|
| Made 12 Suprêmes/day | Scaled up to 600 Suprêmes/day |
| Steady, loyal customer base | New customers lining up early |
Skirt Steak: The Simplicity that Stuck
Similarly, Skirt Steak, a Chelsea steakhouse specializing in steak frites, saw an unexpected boost after a review from TikTok account @sistersnacking. Chef Laurent Tourondel was astounded by the sudden surge in young customers. Two years on, they’re still bustling, having hired more staff to meet demand.
As noted by Tourondel, sourcing enough steak proved manageable since the menu focuses on a single, easy-to-understand item. Remarkably, TikTok seems to favor such straightforward foods – think steak frites, Suprême croissants, and caviar bumps, all easily memorable amid the frenetic scroll of social media.
Courting TikTok: A Strategic Move
A new era of restaurants isn’t merely waiting to be discovered. Many actively build their aesthetic and experience to entice TikTok users from the start. Restaurants like New York’s Bad Roman design their decor and menu for optimal filming and photographing, ensuring that items like their quirky Pepperoni and Ranch become viral sensations almost by design.
Similarly, Los Angeles’ chicken shop The Red Chickz leverages an in-house social media team dedicated to keeping their content viral, expanding their brand nationwide through diligent social media engagement.
The Dark Side of Virality
Of course, the thrill of going viral on TikTok isn’t always a golden ticket. The sudden influx of customers can lead to operational strain, supply chain issues, and frustrated loyal patrons.
Folderol: Overwhelmed and Exhausted
Consider Folderol, a Parisian wine bar and ice cream shop. Viral fame led to hordes of crowd-photographers and social media enthusiasts, often more eager for a picture than a meal. The regular neighborhood clientele steered clear of the chaos, prompting the owners to hire a bouncer and even ban outside photos.
Ai Monti Lattari: The Tourist Trap
In another instance, an employee at Naples’ Ai Monti Lattari was asked to stop posting on TikTok. His viral videos attracted more tourists and influencers than the sandwich shop could handle, overwhelming the staff and diluting the quality of service.
MDK Noodles: A Brief Candle in the Wind
Think back to MDK Noodles, which saw a surge in sales after their Korean dalgona candy was featured on the hit show “Squid Game.” This boom was short-lived, highlighting the fickle nature of TikTok-driven fame.
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The Balancing Act: Thriving Amidst the Chaos
To navigate the turbulent waters of social media fame, restaurants need to adopt a balanced approach, embracing the exposure while managing the practical challenges.
Scaling Operations
One crucial aspect is scaling operations – from sourcing enough ingredients to hiring additional staff. For instance, Skirt Steak found it easier to meet the demand because their menu was simple. Allocating resources efficiently is fundamental to maintaining service quality while handling increased volumes.
Training and Infrastructure
Ensuring your team is well-prepared to handle the onslaught of customers is paramount. Training becomes an ongoing necessity, focusing on maintaining service standards, managing crowd control, and avoiding burnout among the staff. Investing in infrastructure improvements, such as expanding seating areas or enhancing kitchen capacity, can also sustainably accommodate the influx.
Community Engagement
Don’t overlook your loyal customer base. Engaging with your regular patrons, perhaps through loyalty programs or exclusive events, can retain their interest amidst the viral buzz. Balancing new customer inflow with regulars’ expectations fosters long-term success.
Leveraging Technology
Utilizing technology for reservations, online orders, and crowd management can streamline operations. Advanced POS systems, waitlist apps, and dynamic staffing models can absorb the shocks of sudden popularity, ensuring smoother operations and happier guests.
Conclusion: The TikTok Effect – A Double-edged Sword
When a restaurant goes viral on TikTok, the journey is far from straightforward. While the initial rush can be electrifying and transformative, sustaining that momentum requires strategic planning, resource allocation, and continuous engagement. It’s a blend of embracing the new without losing sight of the foundational principles that made the restaurant special in the first place.
So next time you see a viral food trend, remember there’s a whole iceberg of effort, adaptation, and perseverance lying underneath those few minutes of digital fame. Social media virality offers a unique opportunity – it’s up to each restaurant to navigate it wisely for enduring success.
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