In an insightful interview with CanadianSME Small Business Magazine, Marchelle McKenzie, Owner and Chef of Butter and Spice, divulged her journey and the pivotal moment she decided to leverage TikTok for her business. Despite initial hesitations and challenges, Marchelle experienced almost instant success on the platform, with products selling out in less than 24 hours, dramatically altering her perspective on TikTok. She reflected on why Butter and Spice resonated so profoundly with the TikTok audience, resulting in authentic connections and collaborations. Acknowledging the platform’s transformative impact on small businesses, as evidenced by the billions of views on hashtags like #SmallBusiness and #SmallBusinessCheck, Marchelle shared advice for fellow entrepreneurs looking to harness TikTok’s potential. She also touched on TikTok’s ongoing role in her marketing strategy, the delicate balance between creativity and business objectives, and her plans to maintain Butter and Spice’s momentum on the platform.
Butter and Spice is black-owned, gourmet bakery. We guarantee quality and consistency in everything we make. We bring delectable, fresh-baked goods to your door in the Greater Toronto Area. (Nationwide delivery soon available!) Our specialty: Fudgy and delectable brownies with only the best ingredients. We bring innovative and unconventional flavors to our brownies.
Marchelle McKenzie is the owner and chef of Butter and Spice. Her love for baking has followed her since her Easy Bake Oven delicacies at age five. For years she has educated herself on the finest baking techniques, landing a high school internship at the Bonnie Gordon College of Confectionary Arts and earning an associate’s degree at the Culinary Institute of America. She further refined her skills in some of the premier kitchens of New York City (Eleven Madison Park) and London (Restaurant Story, Lily Vanilli, Betony, Fabrique).
Marchelle, can you take us back to the moment you decided to use TikTok for Butter and Spice? What drove that decision, and were there any initial hesitations or challenges you faced?
I consciously decided to start using Tik Tok to advertise my business about a year ago. I saw the power of Tik Tok when I saw so many businesses selling out. My only hesitation was that I thought the demographic on Tik Tok would be too young, so I was worried if I would be relatable to them. My major challenge with Tik Tok has got to be finding our niche and our voice. The platform has many awesome creators, so I was concerned about how we would show up and occupy our little corner of the internet.
How will you describe the feeling of witnessing success on TikTok was almost instant, with products selling out in less than 24 hours? And how did it change your perspective on the power of TikTok?
I felt shock, joy and fear all at the same time. At 9 am, I went to the gym and posted the video. By the time I got out at 10 am, we had gone viral. I remember driving to our Leslieville store to tell my store manager, but it was too late, and people were already walking in, saying they had seen our video. I think the power of a platform like TikTok is that it can really transform a local business overnight. When our post went viral, it was clear that its unparalleled ability to expand reach and impact in the community can be life-changing.
How do you think Butter and Spice managed to resonate so well with the TikTok audience, leading to such genuine connections and collaborations?
I believe it was because I was vulnerable with the state of my business to my audience, and I didn’t shy away from the hardships that come with opening a new storefront. So many small business owners feel the same and know firsthand how tough starting a business is, but very few talk about the challenges, let alone so publically, on the internet. I hope that after seeing our video, business owners feel they are less alone in entrepreneurship. Also, it gives an opportunity for the audience to make a difference by supporting local and helping out their community.
With hashtags like #SmallBusiness and #SmallBusinessCheck garnering billions of views, it’s evident that TikTok has become a game-changer for small businesses. What advice would you give to other small business owners looking to harness the power of TikTok for their brand?
My advice is to show up every day, even if you only get 2 views on your videos. With TikTok, you never know which video people will relate to or find interesting. With the video that went viral, I had it in our drafts for two weeks before deciding to post it. I’m so glad I posted and was honest about how I was feeling. As a small business owner, I am always blown away by how supportive and encouraging the community has been.
What are your thoughts about the ongoing role TikTok plays in your marketing strategy? How do you balance creativity and business objectives, and what plans do you have for the future to keep the momentum going for Butter and Spice on TikTok?
We are definitely staying on TikTok, but moving forward, we will be more intentional with our messaging. We are now more aware of the type of content that our audience wants to see. I don’t know if there is any balance! Part of being an entrepreneur is having to wear many hats simultaneously. Also, every day is a new adventure. I usually film short videos of what I am doing and feeling throughout the day and then bring them together just before bed. My hope for Butter and Spice’s Tik Tok is to keep showing up as myself every day in hopes people find it useful or relatable, and if people get to eat some delicious brownies along the way, I couldn’t be happier!
