Build a Marketing Playbook for a Suya Spot Going Viral on TikTok

A mallam who has been selling suya outside a Abuja filling station for twelve years gets filmed by a food creator. The video hits 800,000 views. His phone will not stop ringing. He has no Instagram, no menu, no signage beyond a hand-painted board. For the next three weeks, people will drive across town to find him. After that, most viral food spots go quiet again. This brief is about what happens in those three weeks and the three months after. Going viral is not the same as building a business. The window is short. Most small food vendors in Nigeria have no framework for capturing the moment, no way to convert a TikTok viewer into a returning customer, and no capacity to handle demand spikes. Some have been ruined by sudden attention because they were not ready for it. Your deliverable is a practical marketing playbook, written for an owner who is not particularly tech-savvy and does not have a marketing budget. The playbook should cover: how to set up a minimal but functional online presence in 48 hours, how to handle the spike in demand without destroying quality, how to build a loyal local customer base once the viral moment fades, and one affordable retention tactic (a loyalty card, a WhatsApp broadcast list, a regular posting schedule, whatever you think fits). Keep it to ten pages or fewer. It should be something you could hand to the suya mallam and he could actually use it. The best submissions will be specific and practical rather than generic. Saying 'post consistently on Instagram' is not a plan. Saying 'post one video every Tuesday showing the cutting and spicing process, use this caption format, reply to every comment in the first hour' is a plan. Show the thinking behind each recommendation.