What really happens when a restaurant goes viral? Here were the highs and lows for Aurora Cafe & Bakery:

Aurora Bakery & Cafe team // Photo courtesy Kerianne Nunez

Monica Melber sat in her car to film her haul after a visit to Aurora Cafe & Bakery in Overland Park. Specifically showing off the crème brûlée conchita, she proclaims, “This would be my last meal.”

“My car is definitely my ‘safe space’, and it felt much more natural to record there, making it feel more conversational and genuine than a perfectly curated video,” says Melber, who felt new to recording and posting online.

She woke up the next morning, surprised to see the video had begun to far outpace her number of followers, and as of now, it sits at over 678,000 views on TikTok.

But what did this mean for Aurora Bakery?

Kerianne Nuñez, Co-Owner of Aruora Cafe & Bakery, says, “I run all of our social media accounts and keep a close eye on activity, so I could see the video trending in real time. I felt excited but also had no idea what we were really in for!”

“Going viral” online is as elusive as it is attractive. Social media creators and businesses dream of that one post that makes it big online, changing their future overnight. The scale, or definition of what is considered viral, is subjective. 

Melber credits the virality of this particular video in part to the sensory element of the crème brûlée choncita itself.

“I think being able to see and hear the crunch of the pastry right off the bat made it intriguing to people. I know attention spans are getting shorter and shorter, so I like to try and play off people’s curiosity in the first few seconds to try and get them hooked before diving deeper into details.”

“Initially, I was hoping for a few hundred views just to gain exposure for Aurora Bakery because I felt like not enough people knew how amazing they were,” continues Melber. 

Going Viral

Part of the mystique of going viral is that it seems easy. One clever video, one glowing review, one accidentally meme-able post, and poof—you’re an overnight success with lines out the door.

Melber’s video about Aurora’s creme brulee conchita was one such video. Nuñez says, “This particular video caused an overnight frenzy. We had people lining up right at open, trying to get their hands on as many creme brulee conchitas as possible.”

Crème Brûlée Conchita at Aurora Bakery & Cafe // Photo courtesy Kerianne Nunez

However, that influx of customers poses new challenges.

“We quickly had to implement limits per customer and push online preordering to control the situation. We have a large base of regular customers who work in the office building in which we are located, and they took a step back from ordering for a week or two, because we were just so busy with the influx of new customers,” Nunez says.

The thrill of feeling like you hit the jackpot as a restaurant comes with some caveats. Since ingredients are ordered weeks or days in advance, and some items are labor-intensive, new customers may be disappointed when they show up but cannot get their hands on the coveted item. 

Brenda Cortes, bilingual food and drink content creator behind @bbcortess, has heard from restaurants about the double-edged sword of internet virality. She says, “For some businesses, going viral without being prepared can lead to inventory shortages, overwhelmed staff, and a rushed customer experience—which can hurt your chances of turning new visitors into returning customers.”

Restaurants have to decide how to react, and quickly. Nunez hired several new employees and increased daily production to keep up with the new demand. Other eateries may not be in a position to make those investments, or they may decide it’s not worth the risk. They must make their best guess as to whether the boost in sales will be temporary or long-term.

Then there are the trolls. It seems to be an unspoken rule that once a video goes viral, social media users forget that real human people are involved.

Mikita Burton, Social Media Marketing Director for W. VinZant Restaurants, says, “Everyone has an opinion and they think you should know it, especially on a viral post. A viral post may also bring a spotlight to your business that has been staying under the radar. It will bring all the things to light – good, bad, and ugly.”

The Aftermath

Nunez says that Aurora Bakery has experienced a leveling out, but still has a higher volume of orders than before the viral video. “An unbelievable amount of time and labor goes into everything we produce, so having to increase our volume so drastically and suddenly has been a huge learning curve, and we want to thank everyone for their patience, understanding, and support as we continue to find our new normal.”

Would they have it happen all over again? From the bakery’s perspective, it’s a yes.

Nuñez says, “This experience has been so incredibly challenging due to the physical demands of production and the emotional toll of trying to maintain our standard for customer experience, but I would absolutely have this happen all over again. We are so incredibly grateful for the interest in our product and our story, and the visibility our business has gained through this experience is priceless.”

Melber will keep up the videos. “The virality taught me that people love local finds, especially the promotion of small businesses in a world full of corporate ones. I also came to find that anytime I’m talking to the camera, I tend to get more interaction. People love having a conversation more than consuming content,” says Melber.

As diners and social media users, what is our role in the conversation?

Is it a good thing to be part of the unexpected line out the door after seeing a post online? Or is it worse to visit a restaurant when they’re in the spotlight and potentially scrambling? Should we avoid the hyped places altogether? This writer says no. There’s something to be said about the fun of being part of a community, even if that “community” is just a group of strangers waiting in line to try something (hopefully) tasty. 

If you are part of an early influx after seeing something interesting online, be patient. It’s likely that the establishment is just as surprised as you are. And equally important from the restaurant’s side, be sure to visit again if you enjoyed it.