A hip, artisan-style bakehouse, Foodcraft Espresso & Bakery, titillates the taste buds and reinvents our very own idea of decadence…
Based in the trendy Sydney suburb of Erskineville, the café came from very humble beginnings; from its establishment in May 2015, the two owners, Aki Daikos and Simon Kappatos, obtained ordinary sales and an average customer base. After only two months of running their business, the founders decided to combine two of their most popular dishes, a Nutella-filled donut and a Chocolate Shake, to create its extraordinary lovechild, the Tellaball Shake (a donut oozing with Nutella perched on top of a lethally creamy, chocolate shake…Yum!).
After only one Instagram post of the Tellaball Shake, the café gained worldwide popularity; “It just went mental with customers and on social media over the weekend“, revealed Daikos. Within just 20 hours, the profile received over 4000 likes and 2,800 comments. Since then, Foodcraft Espresso & Bakery has been mentioned in the Sydney Morning Herald, The Good Food Guide, and global magazines such as The Cosmopolitan, and is in the process of opening another café dedicated to all things Nutella. Currently, their Instafamous profile boasts 17,100 followers.
So how did Foodcraft Espresso & Bakery become such a huge social media success?
- Great Content: Foodcraft Espresso & Bakery post frequent and consistent content of their delicious food creations. Their mesmerising, even humorous photos leave us salivating and wanting more subsequently increasing their brand awareness and encourages positive word-of-mouth.
- Online Exposure of Business Partnerships and Event Involvement: Once the café was somewhat renowned amongst the Sydney community, prominent businesses such as Google requested large orders of Tellaball Shakes. To ensure social reach and warrant the ever-growing popularity of the café, Foodcraft posted photos on Instagram of their involvement with Google. The café also paired up with the Sydney Children’s Hospital for one day, donating $1 for every Tellaball Shake sold. This event was promoted on Facebook and Instagram ensuring customers of the kind-hearted nature of the business, and implying that becoming a customer reaps other rewards such as benefiting society.
- A Fun Brand Personality: In jest, Foodcraft’s Instagram and Facebook profiles tease their followers with creative photos of the café’s customers enjoying good times along with great food. These photos, sometimes captioned with humorous comments such as “Erskineville gets balls”, or “Now I can die in peace”, portray a strong brand personality that associates itself with nothing other than amusement, pleasure, and satisfied tummies. The constant positive connotations, effortlessly attract the modern customer who wants to eat amazing food and have a grand time.
The clever use of social media, creativity, and a dollop of chocolate were the driving forces behind Foodcraft Espresso & Bakery becoming a viral sensation.
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