A popular service that has been around for the past few years is mobile food businesses. Food trucks, ice cream carts, and other pop up food stands are all around us. Here in Athens, one of the most popular mobile services is your favorite cold treat- King of Pops. However, they need to watch out because a new local dessert pop up just might be taking over the throne.
Nedza's Waffles is a new business that serves delicious ice cream-waffle treats at various locations in Athens. Haven't heard of it yet? One reason might be that they don't have an actual retail store. They just simply choose various locations around Athens, such as Zombie Donuts or Fuzzy's Taco Shop, set up their tent, and serve out this modern twist on an ice cream cone.
While these type of food stands have become increasingly popular over the years, how are they so successful without a physical store space? The answer is social media. Rather than passing through downtown one day and seeing the signs for Nedza's Waffles like I have in the past with new food spots in Athens, I first learned about this business through Instagram. Then, a few weeks later, I saw one of these treats on a friend's Snapchat. This marketing tactic solidifies their target market as college students because if you don't have social media, odds are you haven't heard of this place.
Instagram is probably the most useful platform for this business because staff members and customers can post photos of their treat and tag the location so that others know where to find Nedza's. They even instruct followers on their website to "follow us on our social media channels to stay up to date on where you can find us next!" This mobile business just goes to show how digital and social media marketing is continually being integrated into strategy design in all fields of business.
So give them a follow and find out where Nedza's Waffles will be next. You're pretty much guaranteed to find me there as well!