Today, Raphael sells Naija Grille Spice Mix, his line of all-purpose seasonings, through Amazon, Etsy, and Walmart.com. His spice has over 1,000 reviews, and his community of spicy/savory enthusiasts is rapidly growing on social media.
Eager to leverage his growing online presence, Raphael was referred to IRC’s Small Business Program by the City of Phoenix. With his assigned Counselor, they helped him develop a marketing plan to reach a more extensive customer base online through social media. Now, he has more than 19,000 followers and 256,000 likes on TikTok.
In 2023, Raphael created “Naija Grille Day,” on February 24, for people on social media to share their love and use his Naija Grille Spice Mix. Following positive engagement, it is now an annual event where people buy Naija Grille T-shirts and find new, creative ways to engage with Raphael’s business online.
In March 2024, Raphael’s Counselor connected him to an opportunity to showcase the product at The Melrose Street Fair, an event held in partnership with IRC, attracting at least 20,000 annual attendees. Recently, he shared his story at an IRC Phoenix event to show how he continues to leverage social media to drive sales of his product but, most importantly, grow his brand by building a community.