Everyone takes their coffee differently. Some take it with cream and sugar, while others prefer black. Some use it to get rid of bags under their eyes, and a very select few will try a coffee jelly. We’ve seen these trends come and go, but none have been as popular as the Coffee in a Cone from The Grind Coffee Company in Johannesburg, South Africa.
This decadent start to your morning is a small latte served in a four layer chocolate-lined ice cream cone. Since the its creation in January, nearly 1 million images have been posted to Instagram with the hashtag #coffeeinacone.
The idea for the foodie sensation came from coffee consultant Dayne Levinrad, who aspired to elevate the coffee game in Johannesburg. Levinrad’s knowledge of social media, being a former digital marketing executive, was crucial to its success.
He ended up working with Facebook Africa to market it. While the Coffee in a Cone is by far their most popular beverage, that doesn’t stop The Grind from creating new drinks and corresponding hashtags to keep the movement going.
“People love ice cream, coffee and chocolate,” Levinrad told CNN, and he’s right. A lot of internet food trends are very simple at their core, but that makes them all the more magical and marketable.
While we can’t all make the trek to Johannesburg, we can at least drool over our Instagram feeds till this becomes a worldwide phenomenon. If you happen to be in the Johannesburg area, please try this heavenly concoction and share it. But try not to spend too much time taking those Instagram photos, as it will melt if not eaten in a 10-minute window.