Last Saturday, in the middle of Ribeirinha’s lively week-long festival, we embarked on a new adventure: our very first food stand. We set up a table to sell shrimp fried rice, with all proceeds going to benefit the town’s beloved marching band. It was an exciting idea, a small culinary experiment to see if a taste of something different would catch on.
The final count was 30 cups sold. It wasn’t a complete failure, but it certainly wasn’t the runaway success we had hoped for. The experience, however, was a masterclass in understanding the local market.
As I reflected on the evening, I began to see where we might have missed the mark. The local population here is deeply rooted in tradition, especially when it comes to festival food. Perhaps a more familiar and comforting option, like classic beef or chicken skewers (kebabs), would have been more appealing. I noticed a trailer selling soft-serve ice cream last year that did incredibly well, which makes sense—a simple, cold treat on a warm night is always a winner.
It seems the Azorean festival-goer, much like the mainstream consumer in North America, often prefers the familiar and the tried-and-true over a niche, healthy, or more “exotic” option. It’s a valuable reminder that the niche market is always very different from the mainstream, and understanding local tastes is key to success.
Every lesson learned is valuable. The evening wasn’t a total loss—we still raised some money for a great cause, and the festival was a lot of fun. I also learned that Sunday is twice as busy compared to Saturday, as we got more crowds from Ribeira Grande.
We even got to enjoy a fantastic ABBA cover band! And back at the villa, I took a moment to replace the corroded fairy lights. Now, the villa truly looks magical at night, reminding me that some things are a guaranteed success. We’ll be back next year with a new plan!
