£2000 A Day Selling Brownies On TikTok (@Browniegod)
A naughty baking business built by a student with no experience
When Kanita Ramaxhiku was 19, she had one of those classic student existential crisis moments. She was studying film at uni, and her degree didn’t seem to be taking her anywhere very exciting.
What she really loved, ever since she was a kid, was food. So she drops out of university to start a business around her passion, with huge balls and absolutely no plan.
“She said mum, just give me a 1-year chance – Otherwise I will go back to university”
“I had no plan on going back!!”
The Early days
Apparently, the idea for brownies came from Kanitas’s brother. He saw that bakeries often sold such intricately designed cakes and cupcakes, yet their brownies would usually just be plain brown squares.
This seemed like an opportunity. Kanita started decorating her brownies with colorful icing and messages written in chocolate, which they would sell at a market in st pauls.
People loved the product, and business was booming. It was going so well, that they were looking at expanding to a second location.
That was, at least, before the coronavirus came along and shut down most of the food service industry.
The Big Pivot
Markets suddenly stopped being a thing, and Kanita realized she’d somehow have to take her whole business online. She made a simple Shopify website with her brother and started creating food porn content for TikTok and Instagram.
For £30, you could buy a big-ass slab of brownie with whatever message you wanted written on the top. And they look so goddamn appetizing, that I came this close to buying one just researching for this article.
Weirdly, of all of the videos that could have gone viral, the first one to really hit was just a video of a big tub of Nutella.
This viral TikTok was a huge turning point for the business. The videos started to pick up steam, and they quickly surpassed a hundred thousand followers.
On valentines day 2021, they sold over £10,000 worth of brownies in 40 minutes. Around this time they outgrew their home kitchen and moved their operation into a proper bakery.
Today, BrownieGod is a growing DTC brand with over half a million followers. Their revenue has more than doubled in the last year. I wouldn’t be shocked if they end up opening physical locations.
That’s not bad, is it?
