The big picture: Restaurants, coffee shops, and fitness studios are moving beyond their core products, dropping merch like streetwear, crowdsourcing ideas from followers, and documenting behind-the-scenes stories on Instagram and TikTok.
Case in point: Jackie Nguyen, owner of Cafe Cà Phê, says her artistry and personality are reflected in her business's social media, merch and drinks.
"Your platform and merch are a reflection of who you are, and that is what people really support," Nguyen tells Axios. "My branding for my coffee shop might as well be a peek into my closet — maximalist, bold, colorful."
The cafe has roughly 66,000 followers between TikTok and Instagram: "Café Cà Phê customers are some of the most loyal customers I can imagine," Nguyen says.
💭 Travis'thought bubble: After the store had its door smashed, I went out and bought a hat — my little way of supporting local.
