That viral bakery in Portland closed after 6 months... was it the hype or something else?

I was in Portland last October and saw this bakery that blew up on TikTok for those crazy rainbow croissants, but I drove by last week and it's already shut down. The owner said in an interview that they couldn't keep up with the demand and quality dropped, but some people online are saying the investors pushed them too fast. Do you think the hype itself kills places like that, or is it more about the owners not being ready for that level of attention?

3 comments

3 Comments

zara_sanchez7d agoMost Upvoted

yup, saw the same thing with a donut shop here that blew up on instagram and tanked within months.

lewis.brian6d ago

Same thing happened to a place called "Glaze" in my town. Blew up on TikTok overnight, lines around the block for weeks. Owners even bought a second location before the first one was a year old. Then the hype died down and people realized their donuts were just average. They closed both spots within 18 months. Social media gives you a quick spike but it doesn't teach you how to run a real business or keep customers coming back.

maxl936d ago

You gotta focus on the product and the experience from day one, not just the viral moment. Build a loyal local base before you even think about expanding or you're just gambling on the next trend.