In recent years, TikTok has emerged as a powerhouse platform that influences almost every facet of modern life for Millennials and younger generations. On one hand, the popular social media platform provides connection. But on the other, it’s also proven to be a key driver of consumer behavior, particularly regarding food choices.
More and more, TikTok influencers are becoming the new (literal) tastemakers, turning unknown or niche food products into viral sensations, showcasing items from small local businesses and giant food brands alike. The power of TikTok’s community has proven to be transformative for food retail, driving massive traffic and sales almost overnight—and every food retailer should take note.
The TikTok Effect: From Small Businesses to Global Brands
One of the most compelling aspects of TikTok is its ability to turn ordinary food items into must-try experiences. With their large followings and authentic content, influencers often try products from a single business or brand, share their genuine reactions, and encourage their followers to do the same. This has led to massive success for many food retailers, as the viral nature of the platform can bring in swarms of new customers.
Take, for example, Bethenny Frankel’s review of Round Swamp Farm’s chicken salad. The former Real Housewives star and entrepreneur raved about the farm’s product on TikTok, leading to a frenzy as people flocked to the store to try it for themselves. This influx of customers wasn’t limited to locals—people from far and wide made the pilgrimage to the Montauk and East Hampton locations, significantly boosting the farm’s sales and visibility. What was once a local delicacy became a sensation, all thanks to one viral video.
Similarly, Crumbl Cookies has harnessed the power of TikTok by introducing a weekly rotation of cookie flavors that influencers eagerly try and review each cycle. This strategy keeps the brand in constant conversation on social media and invites the general public to join in on the fun. Every week, new videos emerge of influencers and everyday users sharing their thoughts on Crumbl’s latest offerings, creating a cookie cyclone of buzz and consumer engagement that’s fueling the brand’s rapid expansion across the United States.
Another example of TikTok’s influence on food retail is the Swedish candy craze. Influencers began posting about the unique and flavorful candies available in Sweden, sparking interest in these treats among their followers. Before long, Swedish candy became a trending topic, with people seeking out stores and online retailers like BonBon that offered the imported sweets. Other retailers quickly capitalized on this trend, offering special selections and bundles of Swedish candy, further feeding the demand and proving once again the power of social media in driving food retail trends.
When Social Media Backfires: The Case of Chipotle
However, the same power that can catapult a brand to success can also lead to its downfall if something goes wrong. TikTok influencers, often viewed as more relatable and trustworthy than traditional celebrities, can wield their influence to shine a light on issues that may otherwise go unnoticed.
A recent example of this is the controversy surrounding Chipotle’s portion sizes. Popular TikTok food reviewer Keith Lee brought attention to the fact that Chipotle’s portions appeared to be shrinking, which led to widespread dissatisfaction among customers. His video quickly went viral, sparking a mass rebuke of the fast-casual chain. The backlash was so severe that Chipotle’s CEO, Brian Niccol, was compelled to issue a statement addressing the concerns and promising to look into the matter. This incident highlights the risks that come with the territory; the same platform that can boost a brand’s image can also damage it just as quickly if customers feel they are being shortchanged.
The Importance of Social Media for Food Retailers
In this digital age, social media is so much more than a marketing tool; it’s a critical component of a brand’s identity and customer engagement strategy. For food retailers, especially those targeting Millennials and Gen Z, leveraging platforms like TikTok is essential for staying relevant and competitive. But as the Chipotle example shows, it’s not enough to just be present on social media—brands must be attentive, responsive, and transparent with their customers to maintain trust and loyalty.
At Sophelle, we understand the unique challenges and opportunities that social media presents for food retailers. Our retail consultancy offers tailored strategies to help businesses navigate the complexities of the digital landscape, from influencer partnerships to crisis management. We work with retailers to create compelling strategies that resonate with target audiences, drive sales, and build lasting customer relationships.
Ready to take your food retail business to the next level? Contact Sophelle today to learn how we can help you harness the power of social media and turn challenges into opportunities for growth.
