We’re living in a world where small businesses are on the rise. In Rhode Island, Audrey Finocchiaro and Sam Lancaster are living the dream of every small business owner. Established in 2016, the pair chose to put an entire credit card balance on the line to make their shared dream a reality – a coffee cart. They started out working small events bringing in only about $100 a day, and eventually started hauling their coffee cart, named “The Nitro Cart”, to Brown University and the Thayer Street area, where they introduced their roasted coffee to students. After that, the rest was history. Now renamed, The Nitro Bar has opened up four locations in Rhode Island, with a location in New York City in the works. But how did a small coffee cart in the smallest state turn into an internet sensation, with hundreds of people driving cross country just to try what seems to be another cup of coffee?
What’s the weirdest drink order you’ve gotten recently?
The Nitro Bar ultimately gained the nation-wide recognition that they hold today because of their viral Tiktok videos. On TikTok, the Nitro Bar is posting daily to keep followers up to date with their continuous menu changes and maintain customer engagement in their direction. We’ve all found ourselves trapped in a state of doomscrolling – where we scroll without really retaining what we’re watching, but The Nitro Bar’s videos capture the viewers focus by using attention-grabbing tactics. Instead of making a new video promoting a new seasonal menu, saying “here’s our new fall menu, you should try it”, the Nitro Bar grabs you with a hook. They use wording that has now turned into their signature catchphrases, such as “What’s the weirdest drink order you’ve gotten recently?” and “If I was (blank), what would you make me?”. These kinds of light-hearted, humorous videos allow potential customers to connect the Nitro Bar to a warm, inviting atmosphere that you want to involve yourself in. Apart from showcasing a step-by-step of custom drinks, other videos include the reality of owning a small business. Finnochiaro posts videos following the concept of “raw and real”, bringing to light the emotional turmoil of running a small-business that gained popularity overnight.
Social media doesn’t only work for them because of their quirky videos, though; there is technicality and thought behind using the internet as a gateway to success. Finnochiaro appeared on NBC News to discuss the virality of her business, changes, and how they got to where they are now. Nitro draws in customers through free marketing that is as simple as pressing ‘post’. The owner describes using social media as “free advertising”, as posting videos are accessible to virtually everybody with internet access. Viewers from all across the country, some of whom have never been to Rhode Island, are documenting their cross-state trips to our small community to visit the viral sensation. Ever heard of the phrase “through the grapevine”? This, whether Nitro customers realize it or not, is just as much of free advertisement and marketing as is the business posting videos themselves.
Yet, it takes more than a Tiktok video to make a business soar. In her NBC News interview, Finnochiaro gives a piece of advice to future small business owners with similar dreams such as herself, “You need determination, and hustle. You can make anything work just by believing in yourself.” A simple statement that might be what other people in her shoes need to hear. The pair of owners truly welcomes the community around them, from using locally sourced ingredients to offering advice and “industry secrets” to others. Sure, customers fall in love with the hand crafted lattes – but they stay for the personality and connection built within the community.
The heart of the matter is that we are living in current times where news travels fastest through social media. The Nitro Bar is a true example of how millions of views can translate into success, and we’re only continuing to watch them grow further. Whether you’re a potential customer or aspiring business owner, taking a look at their marketing strategies might just give you the ideas you’ve been missing.