How a Rhode Island Coffee Shop Became an Overnight TikTok Sensation – & How You Can Too

Founded in 2016, The Nitro Bar began as a small coffee cart before opening their first brick-and-mortar location in 2018. Although business was slow for the first few years of operation, the company has recently leveraged a successful social media strategy that has increased sales by 60% and generated national buzz. Since October 2023, the coffee shop has quadrupled their TikTok following and brought in $4.5 million in sales across their three locations – all thanks to their viral marketing tactics. The cafes trending content has reviewers flocking in to try their signature nitro cold brew pours, and users are reporting a constant stream of long lines out the door.

So, what’s behind The Nitro Bar’s sudden rise to fame? How did a small coffee shop become a TikTok sensation?

The answer lies in the branding. One scroll through their TikTok page, and you’ll clearly see that the cafe has found their sweet spot. They’ve nailed two distinct content pillars that consistently hit it out of the park: controversial staff interviews and aesthetically stunning “in another universe” videos. No matter how many times the cafe posts with one of these two themes, their videos perfom well. Every post features beautiful coffee pours, engaging interview hooks, and a vibe that’s equally fun and cool. This growth is a testament to how well the cafe has found their niche, and it’s clear their success is just getting started. The company’s TikTok strategy is emulated by other hospitality brands, indicating the cafe is a pioneer in their industry.

As fellow content creators, we’re constantly observing brands that are doing TikTok strategies really well. Here are a couple key takeaways that we’ve observed from The Nitro Bar’s rise to fame. 

Their content is entrancing.

Everything about the Nitro Bar’s videos is not just beautiful – it’s interesting. From the baristas’ funky outfits and the maximalist cafe decor, to the dreamy swirls of milk and espresso, you can’t help but be entranced by The Nitro Bar’s content. Their “in another universe we’re two lattes” content never fails to go viral, amassing millions of views weekly. Users love an aesthetic coffee pour and sandwich tear – and the cafe’s owners know it.

The content is organic.

The cafe isn’t trying to sell you anything in most of their videos. They’re not promoting a new latte or begging you to try their breakfast sandwiches. Instead, they’re leaning into fun content like asking employees about their controversial takes on coffee, showcasing unique (and sometimes bizarre) customer orders, and crafting crazy caffeine concoctions you won’t find anywhere else. Not only do these hooks increase viewer retention rates, but they also spur discussion in the comments. Nothing gets TikTok users more heated than a barista claiming that “lemonade should have espresso in it.” And guess what? It shows in the cafe’s engagement rates. Their sections are flooded with heated deates over these topics, and The Nitro Bar is eating it up.

Their content is original.

Although The Nitro Bar is no stranger to participating in relevant audios or topical trends, their real viral magic ultimately stems from their own original series. They’ve pioneered content trends that viewers now strongly associate with the cafe, and they’ve been intentional in doing so. In an interview with The Brown Daily Herald, co-founder Audrey Finocchiaro discussed how she prioritizes “showing up authentically” and “posting the content that [she feels] good about” while creating content. It’s abundantly clear that The Nitro Bar prioritizes originality. They’ve set themselves apart from the sea of generic coffee posts flooding our feeds, and we’re awaiting their next moves.

Their content is personable.

Through every employee interview, behind-the-scenes video, and recipe highlight that Finocchiaro posts, the coffee shop’s personality shines through. “The idea is to treat The Nitro Bar as ‘almost its own person,’ and for that person to come off as someone who customers want to befriend,” she shared in a CNBC interview. And it works. The Nitro Bar’s fans don’t just fall in love with the food: they connect with the coffee shop’s playful personality. Fans know exactly what to expect from the coffee shop and are subsequently drawn to its energy.

Their content inspires earned media.

A quick TikTok search for “The Nitro Bar,” and it’s clear the cafe isn’t the only one posting viral videos. Users all over the country are flocking to Providence just to experience the cafe and share their own reviews. The best part? The Nitro Bar isn’t having to pay anyone or do any outreach to get this earned media – it’s just happening. The company has cultivated a content-worthy experience that rakes in engagement regardless of who’s posting the content. Users want to learn more about the classic Nitro Bar experience, making it a great way for creators to capitalize on current trends.