A coffee shop in Middleborough, Massachusetts, has captured widespread attention by offering free coffee to customers who enter the shop while dancing. The promotional video posted on Coffee Milano Café’s TikTok page on Monday quickly went viral, garnering over 5 million views by Wednesday afternoon.
Owner Josh Rashid shared that the video has helped attract new customers and generate excitement among regulars. “It’s a small town, and it’s been a lot of fun. People saw the video on their ‘For You’ page and came in the next day,” Rashid explained.
TikTok-Fueled Marketing
Inspired by a similar promotion from a pizza shop, Rashid placed a sign in his café offering free coffee to anyone who danced for five seconds. The sign also mentioned that the dance would be filmed and shared on the café’s social media channels. Since the video went live, Coffee Milano Café’s TikTok following has surged from 4,000 to over 10,000.
Kristyn Shay, social media director at SCORE, emphasized the importance of small businesses utilizing platforms like TikTok to reach potential customers, particularly younger generations. “It’s an exciting time for small businesses to go viral and connect with customers where they’re most active,” Shay said.
The Power of Social Media for Small Businesses
Rashid explained that the café’s staff had only recently started creating fun, short videos using trending TikTok sounds about a month ago, realizing the power of social media for business marketing. “We’re in a digital world, and social media plays a huge role in connecting with people,” he said.
The success of the dancing coffee promotion has led Rashid to plan similar future promotions, though he intends to keep them spontaneous. Instead of scheduling official promotion dates, he plans to drop “Easter eggs” on the café’s social media, giving followers clues about upcoming deals.
Joy and Profits: A Win-Win
Rashid is confident that the free coffee promotion will not hurt profits. He sees it as an opportunity to bring joy to the community, noting that even a small gesture like a five-second dance can bring happiness. “You’ve got to have some joy in this world,” he said. “If a little dance brings you joy, then it’s worth it.”
The viral moment has confirmed that embracing playful and unexpected marketing strategies can yield positive results for small businesses.
