Chef Tony's popcorn elevates snacking with live selling on TikTok Shop

MANILA, Philippines — Chef Tony's Popcorn, renowned for its gourmet popcorn offerings, celebrates its journey from a humble Manila-based popcorn cart to a beloved brand. Founded by Tony Elepano in November 2005, Chef Tony's Popcorn began as a passion project driven by his love for snacks and culinary expertise.

Inspired by the endless flavor possibilities of wholegrain popcorn, Chef Tony's Popcorn has developed over 70 unique flavors, including local favorites like BBQ Ribs Adobo and Kare-Kare. The brand's commitment to quality and innovation has led to its presence in multiple retail outlets and its recent entry into e-commerce through TikTok Shop.

“Popcorn appealed to me because it’s a whole grain snack, offering high fiber content,” chef Tony explained. “As a chef, I thought I could always come up with different flavors for it. The total number of flavors I’ve developed is now over 70. Seventy flavors over my journey of more than 12 years with Chef Tony’s.”

The integration with TikTok Shop in October 2023 marked a significant turning point for Chef Tony’s Popcorn, facilitating access to a broader audience and streamlining the shopping experience through mobile devices. “TikTok Shop leveled the playing field for new entrepreneurs like us,” chef Tony emphasized. “It’s a powerful platform to showcase our products and engage directly with customers.”

Chef Tony’s Popcorn has effectively capitalized on TikTok Shop’s ACE (Assortment, Content and Empowerment) indicator system, transforming its business operations and setting a new standard in the gourmet snack industry.

“TikTok Shop has been a game-changer. It's an online platform that everyone with a mobile phone can access. People who don’t have easy access to malls or supermarkets can now simply click on their phones and purchase our products. They will be delivered right to their doorsteps,” chef Tony said.

By leveraging the Assortment aspect of the ACE system, Chef Tony’s Popcorn has ensured a diverse and appealing product lineup. During the 6.6 sale, the brand offered a 20% discount and free giveaways of local flavors as a pre-hype strategy, resulting in a 48% growth in total Gross Merchandise Value (GMV)