- My Cookie Dealer
I bet you guys came across these Instagram food accounts all the time where they post these insane photos of cookies or ice cream, food that LOOKS SOOO GOOD you just want to eat them.
Last week, I stumbled upon this tweet about @mycookiedealer and I was thinking to myself "Ok cool it's just another one of those food porn, nothing new about them" then I saw that they're MAKING $10M+ A YEAR.
So I did a little bit of digging and found out that you can't really get them, they only do weekly drops and literally sells out within minutes. These accounts are adopting the Supreme drop culture.
What is Drop Culture?
- Heard of Supreme? Bet you do. They got really famous really fast by doing these drops where they released a very limited quantity of merchandise at select retail locations without much advance notice
- They're basically manufacturing the illusion of scarcity and preying on the human's innate desire to be unique. Humans are status-seeking animals
- This constriction of supply then amplifies word of mouth. Everyone talks. Those who able to get it or missed it, they all spread the word
Why does these Instagram food accounts work?
- OLD WORLD: The best baker in town will get customers nearby. With food delivery apps, the most they can cater to is probably customers in a 20km radius. That's assuming you're really good
- NEW WORLD: The best baker opens online shop, does cookie drops and sells direct to consumers nationwide
- You don't need a brick and mortar store, wholesale pricing or taking a guess in inventory since baked goods are perishable. All you need is an Instagram account, a website and a central kitchen to serve customers nationwide
- The next Aunt Annies or Famous Amos will most likely come from these Instagram store
What's really interesting is that we normally only see drop culture in fashion and tech but these guys managed to emulate the drop culture into the F&B industry and create this imbalance of supply and demand. I believe we're going to see a lot more of these. CONTENT IS KING BUT HYPE SELLS