The idea is simple: record videos making colossal snacks and post them on TikTok. Surely no one expected, not even Donato De Caprio himself, that this content would make him one of the most popular users of the social network at the moment, but it did. Now, he has more than two million followers and his fame seems to continue to increase.
But before knowing the keys to the success of this highly viral delicatessen, let’s take a trip back in time. De Caprio worked in a gourmet shop, Ai monti lattari (Naples), and it was there that he started recording the first videos that helped him get the title of “king of the sandwich”. Such was his success that the business began to fill up with followers who wanted to see how he made his sandwiches and try them, as well as hear his famous phrase: “with or without crumb?”
This influx of customers surely pleased the owners of the establishment, some will think. Well, it wasn’t like that. The owners of the store where she worked forbade her to continue posting videos to make room for regular customers and avoid those massive gatherings that were beginning to be the daily bread. Faced with this imposition, De Caprio decided to post one last video on TikTok explaining his decision to his superiors.
“It is his choice, I am his employee and I will have to do what they tell me. Now I ask you a favor: do not ask me for photos or video greetings because I will no longer be able to take them,” the butcher said to his fans in this farewell clip. But as happens many times in life, what seemed like goodbye, was a see you later.
De Caprio’s followers did not want to accept this reality and criticized the heads of the store more than they could. Shortly after this sad announcement, TikTok decided to close the account where this popular user posted his creations, supposedly because his children appeared in one of his videos. In the end, the account was activated again, but De Caprio still did not create sandwich content, until he made a decision: leave his job.
The tiktoker finally decided to open his own gourmet shop last December, dubbing it “Con mollica o senza” after the phrase that made him famous. Having his own space allowed him to continue creating snacks and showing them off to his TikTok fans. He has made this place as crowded as the establishment where he worked before. He says no, but the proximity of his new store to his former superiors suggests that the location was not chosen at random.
Of course, no store in the world will serve as a showcase as TikTok has done, where it continues to reap likes.
