From Instagram to store counters, viral social media trends have turned into real sales waves for small and medium-sized businesses. This was the case with the ‘Strawberry of Love,’ which within a few weeks won over consumers and boosted revenue in bakeries across the country. For thousands of entrepreneurs, this type of phenomenon can be a valuable gateway to new customers, provided it is leveraged with planning.
According to Roger Klafke, a Competitiveness expert at Sebrae RS, keeping up with social media is essential to identifying consumer movements that can generate new opportunities. ‘These trends allow small businesses and MEIs to quickly launch products and reach audiences that might not otherwise know about their businesses. But it’s important to think beyond a one-time sale and use this moment to strengthen the brand and showcase the full portfolio,’ he explains.
The challenge is ensuring the product aligns with the business and production capacity. This involves managing inventory, selecting suppliers, using quality ingredients, and, most importantly, ensuring food safety. A good structure of technical sheets and waste control helps maintain profitability, even during peak demand.
Another point is order management and the efficient use of sales channels. Delivery apps, Instagram, WhatsApp, and other platforms increase visibility but also require attention to fees and proper pricing. ‘It’s important to understand the real cost of each product to avoid losing margin,’ Klafke emphasizes.
Finally, production organization is crucial. Automating processes where possible, standardizing recipes, and planning ingredients help handle sales peaks without compromising quality. Above all, it’s essential to recognize that every trend has a beginning, middle, and end. ‘The secret is to ride the boom without being left with stagnant inventory when the wave passes,’ he details.
The success of the ‘Strawberry of Love’
With over 10 years of operation in Porto Alegre, Maria Bolaria, located in Parcão, was surprised by the ‘Strawberry of Love’ trend, a social media sensation.
Traditionally specialized in homemade cakes, the bakery had always sold strawberry bonbons but in modest volumes. ‘Everything changed overnight. At the launch of the novelty, the store sold over 500 units in just one day,’ details owner Analisa Simon.
The impact was immediate, with a significant increase in revenue, extra commissions for the team, and movement comparable to—or even surpassing—holidays like Easter and Christmas. The success also brought logistical challenges, such as ingredient shortages, rising strawberry prices, and the need to reinforce the team. To capitalize on the trend, the bakery included a complimentary mini cake for new customers on iFood, showcasing their main product and encouraging repeat purchases.
The result was winning over 90% of new customers on the platform and recurring orders for the strawberry itself. Today, Maria Bolaria maintains product quality, invests in training, and now operates until midnight, with plans to become Porto Alegre’s first 24-hour bakery. For Analisa, the ‘Strawberry of Love’ is here to stay: ‘People really liked it; it wasn’t just an internet trend. It came like a hurricane and transformed our store,’ she celebrates.
