From Instagram to the store counter, viral trends from social media have become true sales waves for small and medium businesses. This was the case of the ‘Strawberry of Love’, which in a few weeks won consumers and boosted revenues in bakeries across the country. For thousands of entrepreneurs, this type of phenomenon can be a valuable gateway to new customers, as long as it is used with planning.
According to Roger Klafke, specialist in Competitiveness at Sebrae RS, keeping up with social media is essential to identify consumption movements that can generate new opportunities. ‘These trends allow small businesses and MEIs to launch products quickly and reach audiences that may not otherwise know their businesses. But it is necessary to think beyond the individual sale and use this moment to strengthen the brand and present the complete portfolio,’ he explains.
The challenge is to ensure that the product is aligned with the business and production capacity. This involves inventory management, supplier selection, use of quality inputs, and, especially, food handling safety. A good technical sheet structure and waste control help maintain profitability, even in times of high demand.
Another point is order management and efficient use of sales channels. Delivery apps, Instagram, WhatsApp, and other platforms increase visibility, but also require attention to fees and correct pricing formation. ‘It is important to understand the real cost of each product so as not to lose margin,’ Klafke emphasizes.
Finally, production organization is crucial. Automating processes where possible, standardizing recipes, and planning supplies help meet sales peaks without compromising quality. Above all, it is necessary to recognize that every trend has a beginning, middle, and end. ‘The secret is to take advantage of the boom without ending up with stagnant stock when the wave passes,’ she explains.
The success of ‘Strawberry of Love’
With over 10 years of presence in Porto Alegre, Maria Bolaria, located in Parcão, was taken by surprise by the trend of the ‘Strawberry of Love,’ a success on social media.
Traditionally specializing in homemade cakes, the bakery always sold strawberry chocolates, but in modest quantities. ‘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 a movement comparable, and even superior, to dates like Easter and Christmas. Success also brought logistical challenges, such as lack of supplies, a rise in the price of strawberries, and the need to strengthen the team. To capitalize on the trend, the bakery included a complimentary mini cake for new customers on iFood, showcasing its main product and encouraging repeat purchases.
The result was the acquisition of 90% new customers on the platform and recurring orders for the strawberry itself. Today, Maria Bolaria maintains product quality, invests in training, and already operates until midnight, with plans to become the first 24-hour bakery in Porto Alegre. 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 shop,’ she celebrates.
