It would be strange if you haven’t seen any suggestions about this yet on social networks like Tiktok. where to try a particular dish. It will be rare that you won’t come across the same recommendation two or more times from different people’s accounts. And it will be strange if you face long queues and have to do it when you decide to try that dish. wait at the door of that business. This is exactly what happened to a small stall in the Antón Martín market in Madrid.’sea shell‘, with only two products: bread And cheesecake.
The city of Madrid is bursting with gastronomic markets to the point where each neighborhood has its own. You can find a wide variety of positions in each of which you never know what they will bring. So there are so many options out there, it’s hard to think of one that stands out among the rest. But social media, in this case TikTok, do ‘magic’ and grab one of these little places there is a long waiting linedraws attention.
‘sea shell‘ Located in the Antón Martín Market in the Embajadores district of the capital, it is one of these small businesses with a history of over 80 years and having experienced the ‘Tiktok effect’. Both of them bread potatoes like them cheesecake More than known among food loversbut thanks to social networks This “little secret” spread to all viewers.
When you enter the market, the rush of people begins to be noticed, this dominates the small space that ‘Caracola’ has. Amidst the noise of the kitchen and the few people waiting to be served, they greet us. Ester MunozThe owner and executive chef of this place is willing to tell us the story behind it.
“When you start something, you always hope it will work,” Muñoz says.“We didn’t expect this much.”. It all started in 2014 when he decided to reinvent himself as a professional, step into the world of cooking and open his first store located on the ground floor of the Market. Their starters were “ready meals”, including the famous potato omelets and cheesecakes. But a year ago, she and her husband decided to expand to a new location on the first floor and specialize in just those two products, which they consider their “plus points.”
Thanks to this expertise, when the customer goes to ‘Caracola’, he can find a wide variety of potato omelettes, from the original to those with chorizo or gorgonzola cheese, and cheesecakes with flavors such as pistachio, which are the most requested by customers. oreo or lotus. Secret? Unlike other products like this, Muñozes are cooked using the oven as the main appliance and with very little oil.
Main article: craftsmanship
“Our way of working is different,” Muñoz emphasizes: “we are craftsmen”. Thus, they make both products “every day” and try to “calculate the production and earn more the next day.” Experience and practice go a long way in knowing the amount they need to prepare in a day.
However, this production increased due to the large influx of people coming to their businesses to try these products. “A lot of people come and hear about us through social networks because they’re people who don’t live in the neighborhood and It would be harder for them to recognize us otherwise.“says the cook. Customers who come to his small business, which has four tables at the door of the workshop on weekdays, have to wait five to ten minutes like this. On weekends, they have to get support from the ground floor. There are facilities to serve everyone and, most importantly, takeaway service.
The chef describes this as “super positive” and considers it a “reward for the work done.” There are many people who come to try their products with a clear idea in mind, but because demand is so high, they may find themselves out of stock prepared for that day. “It’s personal and it has an end” Muñoz adds.
The ‘Caracola’ team was struck by the fact that “going viral” on social networks and this translates into an increase in the number of customers; this was something they found positive. “a bit of a surprise” Munoz admits. But like everything in this life, it had its downsides, albeit fewer. “There are many people who come, try the product and repeat it.” because they are very happy with the experience, but there are also other customers who approach the counter with a fixed idea and show their anger and displeasure when they realize there are no other ideas. Muñoz always tries to explain to consumers, “Because we are artisans, our production is limited.”
New beginnings
“It makes us a little sad” when customers wait more than fifteen minutes on busy days. That’s why they opened the doors of the new location in the famous Plaza de Chueca in April. The aim is: “Spread people out a bit and shorten the waiting time.” To get a better service.
Despite this rapid growth, which allows them to open their doors and reach more people, the products remain the same: potato omelette and cheesecake. Muñoz admits “Our focus for now is to continue improving these.”He does not plan to cook other different dishes because they are currently working and the public demand continues.
Although this meant a big change for them, it did not prevent them from preserving their essence: producing their products in a daily, artisanal way. “I don’t want to lose her because I think this is the basis of our project, our business and our product.“Muñoz says proudly.