By noon on opening day, the line outside La La Land Kind Cafe stretched so far it looked like a line for a concert. The sun showed no mercy as people fanned themselves with their menus and scrolled on their phones to pull focus away from the blazing heat. Even the elderly shook their heads in disbelief, whispering how they’d never seen anything like it: hundreds of people willing to stand in the heat for hours just for a single cup of coffee. Knowing the uncomfortable feeling of clothing sticking to your skin as you’re drenched in sweat, you’re left wondering: how the heck did people find out about this?
This is the power of social media. In an age defined by fast fashion and consumerism, social media has become one of the most powerful tools for influencing what people buy and what they choose to care about. What once required ad campaigns, celebrity partnerships, or even news reports now only takes one well-recorded TikTok. A single viral video can turn even the most unknown places into tourist hot spots.
Relying on social media can leave uncertainty. One video might attract thousands of views, while another, just as well-produced, could barely make a difference. In Nashville, many cafés, like La La Land, are pushing their luck and shifting their efforts towards posting on platforms such as TikTok and Instagram.
La La Land Kind cafe: @lalalandkindcafe
(La La Land)
Located in the heart of Nashville’s 12 South neighborhood, La La Land Kind Cafe is a Dallas-born chain that has gained traction for its pastel aesthetic and commitment to spreading kindness. Even before its opening, the first café made a name for itself on social media. In fact, a famous TikToker, Keith Lee, reviewed and spread the word about the cafe, attracting hundreds of tourists.
However, the Nashville location was more unknown. When the cafe had a soft opening on July 4, 2025, the manager explained that “there weren’t that many people and the wait was just about an hour.” The opening had only been advertised by word of mouth, so the employees had expected a lower turnout rate. But after advertising on Instagram and getting customers to post about their experience on TikTok, the manager noted that “the crowds got so big that people were showing up at 3 a.m.”
One video with the caption “spending their Saturday standing in the heat” gained over 21,000 likes and 400,000 views, with comments stating that lines had been exponentially growing “every morning.”
Cafe Babu: @cafe.babu
(@jasonlocalguide)
Next, Cafe Babu, located at 1044 3rd Ave South, features a unique twist on traditional coffee by integrating Indian and Mediterranean flavors. This café has gained popularity online for its beautiful rustic interior that customers say gives off a small, cozy aesthetic. Since its opening, this café has utilized Instagram in a way that accentuates not just its aesthetic, but its role in the community. Posts specifically highlight the café’s various special events and new menu options.
On Nov. 2, Cafe Babu had around 18,500 followers on Instagram, where they connect with their audience using a mix of visually appealing content and aesthetic music. The café regularly posts high-quality videos that provide a glimpse of their atmosphere, focusing on decor, lighting, and drinks. There are hundreds of videos that customers have posted on Instagram, recommending the café to people of all ages.
JOS Fifteen Coffee, Ice cream, Bakery, and Sweets: @josfifteencoffes
(JOS Fifteen Coffee, Ice Cream, Bakery, and Sweets)
JOS Fifteen Coffee, located in the Antioch neighborhood, is a small coffee shop that serves specialty coffee, pastries, and more. Owned by Juan Pablo Amador Ochoa, the café combines Mexican heritage, Tennessean hospitality, and delicious pastries. Not only does the café earn high praise across review platforms, but it also resonates with customers. The decor, filled with family-like warmth, combined with the blend of Mexican-American culture, makes customers feel welcome and more likely to return.
The café started its social media presence on TikTok and attracted attention with comedic videos that use eccentric intros to grab the viewer’s attention. This strategy earned the attention of over 21,000 followers on Nov.2 and over 372,000 likes on TikTok.
In a NewsChannel 5 article, Ochoa said that “everybody knows now where we are, just for TikTok.” Ochoa reflected on how the exposure from social media has positively impacted their daily turnout.
BabyChan: @babychan_café
(Nashville Guru)
Located at 1313 Adams St, Babychan is a Japanese-style bakery that blends traditional Japanese flavors with classic French pastries. Owned by married couple Brian Lea and Leina Horii, Babychan has gained a loyal following due to their vast media presence. The café’s dark wood paneling and vintage glasses were inspired by the Horris’ home in Tokyo, but it still maintains a modern aesthetic with ample open space for customers to lounge.
With 13,100 followers on Instagram as of Nov. 2, the shop utilizes social media to showcase its pastries, minimalist interior, and menu options. Their posts often highlight the intention behind each recipe, which allows customers to feel more connected with not only the food, but the location itself. Noting that they started with only one Instagram reel, Babychan has gained a lot of acclaim. The bakery was featured in a 2025 Bon Appétit article naming it one of the best openings of the season.
D’Andrews Bakery & café: @dandrewsbakery
(Pastry Arts Magazine)
Located at 555 Church St, D’Andrews Bakery & Cafe blends classic Southern identity with a modern feel. Founded by Nashville native David Andrews, the bakery prides itself in creating superior desserts and pastries. From the open kitchen to the colorful desserts, customers say the space t feels inviting.
Social media has played a large role in the bakery’s popularity. D’Andrews has over 19,600 Instagram followers as of Nov. 2 and a growing presence on TikTok. This slow growth has allowed D’Andrews to reach an audience all across Nashville. D’Andrews was nominated for the James Beard Award in 2024, a highly prestigious honor for individuals involved in food, beverage, and hospitality services.
D’Andrews represents how Southern tradition is evolving, using social media to highlight the Nashvillian charm.
As you can see, through Instagram and TikTok, cafés that once relied on foot traffic or Yelp reviews are now turning into viral hot spots. Whether through aesthetic videos, consistent engagement or just luck, social media has become a defining factor in the visibility of local cafés in Nashville.
However, it is essential to note that achieving social media success is not as straightforward as it may seem. The platforms are unpredictable, and a video is never guaranteed to go viral. Even the best recorded videos or the most well-maintained accounts can be fruitless.
But, looking at these cafés, it’s clear that visibility often matters just as much as the product itself. As seen with La La Land Kind Cafe’s soft opening, a café can serve very popular coffee, but without a strong digital presence, it risks being overlooked. While social media can be erratic, these cafés prove that there is a benefit to at least trying.
