Audrey Finocchiaro and Sam Lancaster are living every small business owner’s dream. What started as a small coffee shop in Rhode Island has turned into a viral sensation, thanks to the power of TikTok. These days, there’s always a line out the door at The Nitro Bar. So, how did they do it? And more importantly, what can other small business owners learn from their success?

Be the Face of Your Brand

People love knowing who’s behind their favorite brands. While it can be daunting to put yourself out there, showing up on social media builds a strong connection with your audience. Audrey is almost always front and center in The Nitro Bar’s videos, making her the recognizable face of the brand.

But it’s not just her—The Nitro Bar’s employees regularly appear in videos, almost like a supporting cast in a sitcom. This makes the content feel personal and familiar, encouraging repeat engagement. Some employees have even created their own TikTok accounts, essentially becoming spin-off creators producing Employee-Generated Content (EGC) that further promotes the brand.

Master Your Signature Series

The Nitro Bar first gained traction with a simple yet effective video series: Audrey asks a barista, “What’s the weirdest drink order you’ve gotten lately?” The barista shares an unusual order (like a chocolate orange espresso Coke with cream), then makes the drink on camera. Audrey tries it and rates it.

Why does this work?

• It’s simple and easy to replicate.
• It’s fun, visually engaging, and sparks curiosity.
• It gets people excited to visit and try the drinks themselves.

Building on this success, Audrey introduced more signature series, such as:

• “What’s your most controversial coffee take?” – A barista shares a hot take and makes a drink that aligns with it. This format encourages debate in the comments, boosting engagement.
• “In another universe, we’re two [insert drink names]” – A fun way to showcase creative menu options.
• “If I was [insert person], what would you make me?” – A personality-based drink recommendation game.
• “What was the most popular drink order from the weekend?” – A great way to spotlight bestsellers and encourage customers to try trending drinks.

These series create a sense of familiarity, making viewers feel like they’re tuning into a weekly show. The consistency keeps them engaged and coming back for more. (Want to create your own signature series? Click here to learn how.)

Hook Your Audience

Every good TikTok video starts with a hook—something that grabs attention in the first few seconds. Instead of posting a video that simply says, “Come try our new spring menu,” The Nitro Bar phrases it as, “What’s the weirdest drink order we’ve gotten lately?” This instantly piques curiosity and makes viewers stick around to find out the answer.

A great hook doesn’t just inform—it intrigues. Think about how you can reframe your content to make it more engaging and shareable.

Lean Into Humor

If there’s one major takeaway from The Nitro Bar’s TikTok strategy, it’s this: Don’t take yourself too seriously! While this approach might not fit every brand, adding humor and personality makes your content more enjoyable and relatable. Whether it’s poking fun at an outrageous order, participating in trending challenges, or embracing internet humor, finding ways to entertain your audience can make a huge impact.

The Bottom Line? It Works.

The Nitro Bar’s TikTok success isn’t just about views—it’s translating into real sales. According to an interview with the Brown Daily Herald, their sales have increased 60% since going viral.

The key lessons? Show up. Be consistent. Create signature content series. Use strong hooks. And most importantly, have fun with it.

If you’re a small business looking to grow on TikTok, take a page out of The Nitro Bar’s playbook—because your next viral moment might be just one video away.