Massachusetts Coffee Shop Goes Viral with Dancing Customers and Free Coffee Offer

A coffee shop in Middleborough, Massachusetts, has gained widespread attention for its unconventional promotion: offering free coffee to customers who perform a five-second dance.

Coffee Milano Café’s creative campaign went viral after a TikTok video showcasing dancing customers was uploaded on Monday. By Wednesday, the video had garnered over 5 million views, significantly boosting the café’s visibility and drawing in curious new patrons.

Josh Rashid, the café’s owner, said the promotion was inspired by a similar idea from a pizza shop. A sign at the café informed customers they could earn a free coffee if they danced for five seconds while agreeing to be filmed for social media.

“We’re just a small town here in Middleborough, and it’s amazing to see the response,” Rashid told CNN. “Some regular customers came in the next day and said, ‘I saw your video on my For You page.’ It’s been a fun and unexpected journey.”

Since the video’s release, the café’s TikTok following has soared from around 4,000 to over 14,000. Rashid credits the promotion with not only bringing in new customers but also sparking conversations about the power of social media for small businesses.

Kristyn Shay, social media director at SCORE, a nonprofit that supports small businesses, believes this is a turning point for businesses looking to go viral. “Small businesses need to be where their potential customers are, and TikTok offers a massive opportunity to reach younger audiences,” Shay noted.

The café’s marketing strategy is part of a broader shift away from traditional advertising. Rashid said his team started experimenting with short, playful TikTok videos only four weeks ago. The results have far exceeded expectations.

“Word of mouth is great, but we live in a digital world where everyone is glued to their phones,” Rashid said. “This just shows how powerful social media is for businesses that are willing to adapt.”

The free coffee offer, which delighted many, will now become a recurring but unannounced promotion. Rashid plans to drop subtle hints, or “Easter eggs,” on the café’s social media to keep customers engaged and coming back.

For those concerned about the impact on profits, Rashid has a light-hearted response: “You’ve got to have some joy in this world. If a little five-second dance brings happiness, then it’s worth the free coffee.”

This viral moment underscores the evolving landscape of small business marketing, proving that a mix of creativity and digital engagement can yield extraordinary results.