Chef Tony's Popcorn, Manila's famous gourmet popcorn has now expanded its reach, thanks to TikTok Shop. Known for its unique flavors and popcorn possibilities that includes BBQ Ribs Adobo and Kare Kare, the brand promises to keep on innovating.
Born from a passion project by Tony Elapano in November 2005, from its initial popcorn cart, it has now presence in multiple retail outlets, and recently into e-commerce TikTok Shop.
"Popcorn appealed to me because it's a whole grain snack, offering high fiber content," said Chef Tony. "As a chef, I thought I could always come up with different flavors for it. The total number of flavors I've developed is now over seventy. Seventy flavors over my journey of more than 12 years with Chef Tony's."
Opening a TikTok Shop in October 2023 has been a turning point for Chef Tony's Popcorn, making it accessible to a wider audience reach and streamlining the shopping experience through mobile devices. "TikTok Shop leveled the playing field for new entrepreneurs like us. It's a powerful platform to showcase our products and engage directly with customers," added Chef Tony.
Chef Tony's Popcorn has effectively capitalized on TikTok Shop's ACE (Assortment, Content and Empowerment) indicator system, transforming its business operations and setting a new standard in the gourmet snack industry.
"TikTok Sho has been a game-changer. It's an online platform that everyone with a mobile phone can access. People who don't have easy access to malls or supermarkets can now simply click on their phones and purchase our products. They will be delivered right to their doorstep," said Chef Tony.
By leveraging the Assortment aspect of the ACE system, Chef Tony's Popcorn has ensured a diverse and appealing product lineup. During the 6.6 sale, the brand offered a 20% discount and free giveaways of local flavors as a pre-hype strategy, resulting in a 48% growth in total Gross Merchandise Value (GMV) compared to the previous campaign. Notably, its mixed flavors saw a 26.4% GMV uplift, with a triple-digit growth of 307% for other assortments like Jalapeno Cheddar, Golden Caramel, and Sour Cream Jack Cheddar.
Content creation and live selling sessions on TikTok Shop have also been integral to the brand's strategy, as it significantly increased its engagement to over 100 hours of live duration per month. During the 6.6 sale, live GMV grew by 18% and live show GPM increased by 185%. Furthermore, by partnering with over 100 KOL, Chef Tony's has significantly amplified its reach, with these collaborations contributing to 10% of the total GMV.
Chef Tony's Popcorn is also a part of TikTok Shop's "Buy Local, Shop Local" campaign. Leveraging the ACE system on TikTok Shop, the brand aims to sustain its growth and expand its reach. Central to this strategy is a commitment to supporting local communities and showcasing the excellence of Filipino-made products.
"I'm proud to showcase Filipino excellence through our snack," said Chef Tony. "Our journey with TikTok Shop has expanded our reach and reinforced our belief in the power of local flavors to bring people together."
Chef Tony's Popcorn will be offering up to 25% off and exclusive live giveaways on TikTok Shop this coming 8.8 sale. Save-the-date!
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