After facing a closure earlier on in the year, one city business is thriving - and a lot of it is down to their Tik Tok stardom. The Treat Kitchen launched their Tik Tok shop on the popular app in November and have since grown a following of over 10,000.
With thousands ordering off the app for sweets and goodies all over the country, staff working for the company have admitted that on some days, the Treat Kitchen have sold more on Tik Tok than what they would have done in their former shop in Victoria Centre over an eight hour period. It was announced that the Treat Kitchen would close down in Victoria Centre after two years in January.
The company reassured customers that they would still be stocked in major retailers such as Sainsbury’s and Urban Outfitters. Now, secrets have been shared on why the company is doing amazingly and gained a following ‘off the scale.’
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Scott Sawyer is the e-commerce manager for the Treat Kitchen. He said: “Here at Treat Kitchen, we have a young and energetic brand and use Tik Tok to get our personalities across.
“Facebook and Instagram are traditionally used to post photos but Tik Tok videos in real time where people can comment and interact are more personal. We’re always jumping on trends and there’s new trends pretty much every day.”
As well as their classic sweets in reusable bottles, the stormtrooper Easter egg has been selling well for the Treat Kitchen along with their vegan sweets and more. At the Treat Kitchen Bakery on Unit 28 on Sneinton Market, chocolate brownies are being sent out across the UK and fast.
The Treat Kitchen uses trending sounds in their Tik Toks and have gone live to their audience every day since early January. They’re one of the first companies to do a 24 hour Tik Tok live two weeks ago which was described as ‘absolutely crazy.’
Scott continued: “There was a lot of apprehension when we first started this but now, when doing videos, it’s like you’re talking to friends. When you buy online, you don’t know what you’re getting but on Tik Tok it’s great because you can show people in real time, it’s like QVC but in 2023.”
One of the people behind the success of Tik Tok is Georgia Markhan. Georgia said: “I’ve enjoyed it, I used to manage the stop in Victoria Centre so being in front of the camera where you’re pretty much talking to yourself has been a learning experience. On Tik Tok, sometimes people ask weird questions which wouldn’t be in the FAQs so it’s nice to have conversations with people.”
Scott added: “It’s been a challenging past 3 years for the retail industry, it's suffered. Businesses can’t rely on just a shop on the high street, they have to evolve, Tik Tok is one of the biggest streaming platforms in the world.”
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