Nitro Bar founders turn $1,500 credit card bet into $4.5M coffee empire through TikTok and niche marketing

The Nitro Bar, a coffee company founded by millennial entrepreneurs Audrey Finocchiaro and Sam Lancaster, has grown from a $1,500 credit card investment into a $4.5 million annual revenue business. Starting in 2016, the couple used scrap wood and a borrowed credit card to build a prototype cart, which they operated from the back of Finocchiaro’s Subaru Outback. They tested their nitrogen-infused cold brew at local events and city streets, initially generating only $20 to $60 per day [1].

The turning point came when they targeted Brown University students, realizing that college-aged consumers were their key audience. Their first significant sale at the university brought in $600, a life-changing amount at the time. The business gained traction, eventually amassing 500,000 followers on social media and expanding into wholesale [1].

In 2017, the couple accepted $150,000 in investment, which allowed them to establish a production facility and enter wholesale markets. They used the capital to purchase equipment and scale their operations, including securing a small storefront through a high-interest loan from Square [1].

Today, The Nitro Bar operates three brick-and-mortar locations and distributes its cold brew through over 50 outlets in Rhode Island and Massachusetts. The business employs 80 people and continues to generate $4.5 million in yearly revenue [1].

Finocchiaro attributes much of the company’s growth to TikTok, where the brand has 500,000 followers. She emphasizes the importance of consistent content creation and strategic posting. The Nitro Bar’s TikTok strategy includes trending coffee hacks, creative drink combinations, and sample tasting videos that have garnered significant engagement [1].

A key part of Finocchiaro’s entrepreneurial strategy was to limit conversations with non-entrepreneurs, especially those in traditional industries who might doubt the venture’s viability. She advises ignoring skeptics and focusing on long-term goals, emphasizing that self-belief and persistence are crucial to success [1].

For those looking to start a business with little or no capital, Finocchiaro highlights the accessibility of platforms like TikTok and Instagram. She encourages new entrepreneurs to develop a routine, post frequently, and iterate on their ideas until they find what resonates with their audience [1].

The Nitro Bar’s journey from a makeshift coffee cart to a multimillion-dollar brand is a testament to the power of niche marketing, social media, and relentless execution [1].

Source: [1] A millennial couple grew their side hustle into a business bringing in $4.5 million a year—here’s how the cofounder would start it again, with nothing (https://fortune.com/2025/08/17/millennial-couple-side-hustle-business-advice-nitro-bar-coffee-company/)