Sweet success: How social media helped a Kettering business thrive
Customers travel hours after seeing viral sweet shop videos online
A family-run sweet business which launched in Kettering says social media has transformed its fortunes, helping attract customers from across the UK and around the world.
Randalls UK was founded by Jarrod Burke when he was 19 after spotting a gap in the market for imported confectionery. The business began in The Yards in Kettering, a retail space designed to help independent traders establish themselves on the high street.
Now based in Market Harborough, the company has built a large online following, with some of its videos attracting millions of views.
Burke said social media had been central to the company's growth from the start.
"We started in the Instagram days, before TikTok was even a platform," he said.
"But TikTok completely changed things for us. We're gaining upwards of 20 million views a month across platforms and it's completely changed the business."
He said the increased exposure had led to a sharp rise in both online orders and visitors to the shop, with some customers travelling several hours to visit.
"We've never had so many people coming to the shop from social media," he said.
"We regularly get people travelling from all over the country just to come and see us."
One customer even travelled from Australia after including the shop as part of a planned UK holiday.
The business, which is run by Burke alongside his partner and other family members, has continued to grow despite the rising costs facing many independent retailers.
While energy bills, wages and operating costs have increased, Mr Burke said social media had helped offset some of those pressures by bringing in new customers and creating additional income streams.
"We do earn money through social media and we've massively increased our revenue," he said.
"It's allowed us to keep investing in the business, support the team and continue growing."
He believes customers are attracted not only by the sweets, but also by the family-run nature of the business and the community it has built online.
"People want to support a small business," he said.
"At heart, we'll always be a small business no matter how big it gets."
Randalls now ships products internationally and says customers of all ages follow its content across platforms including TikTok, Instagram and Facebook.
Mr Burke said the company's success showed how powerful social media could be for independent businesses.
"It's not just about your own town anymore," he said.
"The world is your oyster if you can reach people online."