Audrey Finocchiaro and her then-boyfriend Sam Lancaster were struggling to make ends meet with their coffee cart, The Nitro Cart, bringing in less than $100 a day. They had maxed out Finocchiaro’s credit card to afford materials to build the cart in her parents’ basement in 2016. They took the cart to various events across Rhode Island that summer, serving small batches of nitrogen-infused cold brew. However, they were close to giving up on the business at the end of the summer due to financial difficulties and the strain on their relationship.
Their luck changed when Lancaster took the cart to Brown University in the fall, selling out for the first time and bringing in $400 in sales in just 30 minutes. They started going back every day, building a reputation on campus. To survive the winter, they partnered with local restaurants to install their nitro cold brew on tap. The business, now known as The Nitro Bar, has since grown significantly, bringing in $4.5 million in sales over the past year with 50 employees at three brick-and-mortar coffee shops and a smaller coffee trailer.
In the spring of 2017, Finocchiaro and Lancaster were approached by venture capital investors who tried their cold brew and saw its potential for scalability. The investors offered a $100,000 loan at a 10% interest rate to help them grow their business. This unexpected funding was a turning point for The Nitro Bar, giving the co-founders a financial cushion to expand their operations. While the loan provided some stability, both Finocchiaro and Lancaster continued to work long hours to build their business.
The couple’s days begin at 5:30 a.m., running with their dogs before checking on their shops and planning tasks for the week. They work long hours seven days a week to manage the growth and operations of The Nitro Bar. Despite the challenges of running their own business, they have found a balance between work and personal life, making sure to stop talking about work after 6 p.m. Finocchiaro emphasizes the importance of finding this balance to avoid burnout in the long run.
The Nitro Bar has gained a large following on social media, particularly on TikTok, where they have over 220,000 followers. The account features aesthetic coffee clips and funny videos, engaging with customers and sharing behind-the-scenes moments. Finocchiaro attributes part of their success on TikTok to the “Ben & Jerry’s effect,” where customers feel like they are supporting a person or brand they want to befriend. Their sales have increased by 60% since gaining traction on TikTok, showcasing the power of social media in growing a small business.
Finocchiaro also shares her journey as a small-business owner on her personal TikTok account, where she has over 67,000 followers. She receives messages from people wanting to start their own businesses or seeking advice on entrepreneurship. The success of The Nitro Bar and Finocchiaro’s online presence highlight the potential for small businesses to thrive with the right combination of hard work, creativity, and a strong social media presence.
