Tia Maria's European Cafe does the 'Of Course' trend. So, of course, we had to share.

Seth Chitwood, The Standard-Times
Updated ·2 min read
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NEW BEDFORD — Tia Maria's European Cafe is one of the latest to share a video doing the "of course" trend on social media, as they work to increase viewership to promote their restaurant.

"We work at Tia Maria's, of course we all wear Crocs," said a waitress in the video.

"It helps with promoting the restaurant," said owner Jessica Arruda. "One of our goals for year 10 is to capitalize on our social media following and take the time to focus on establishing a strong and consistent social media presence."

The TikTok trend involves filling in the blank: 'I'm a ____, of course I _____." Many use the viral trends as an opportunity to gently poke fun at stereotypes associated with their professions or identity's common perceptions about themselves.

Owner Jessica Arruda greets customers at Tia Maria's European Cafe in New Bedford.
Owner Jessica Arruda greets customers at Tia Maria's European Cafe in New Bedford.

Celebrities re-brand themselves with the 'Of Course' trend

For instance, Kim Kardashian participated in the "Of Course" trend by poking fun at herself in her office. "I'm Kim Kardashian, of course I have my own personal tanning bed and red light bed in my office," she said in a video.

Olivia Vital prepares a cappuccino for a customer at Tia Maria's European Cafe in New Bedford. Vital, who recently graduated from UMass Dartmouth with a marketing degree, is working with the owner on weekly content across multiple social media platforms to promote the downtown restaurant.
Olivia Vital prepares a cappuccino for a customer at Tia Maria's European Cafe in New Bedford. Vital, who recently graduated from UMass Dartmouth with a marketing degree, is working with the owner on weekly content across multiple social media platforms to promote the downtown restaurant.

In January 2024, Mariah Carey also jumped on the trend with, “I’m Mariah Carey...of course I’m reading my own book!”

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"We recently hired a marketing manager... the response to our latest reel “of course” has been fun and our customers really loved it," Arruda added. "One of our girls was recently recognized at her gym and asked if she was the girl in the Tia Maria’s video."

Arruda added by doing these trends, it’s been a way for them to connect with their customers, build relationships and promote what’s happening at Tia’s.

"And 'of course' attract new customers," Arruda added.

According to Hive Digital, a digital marketing blog for businesses, "Participating in relevant social media trends showcases a company's adaptability and willingness to engage with its audience in real time. It humanizes the brand and helps establish a stronger connection with consumers."

While searching for other #OfCourse videos in the New Bedford area, other institutes such as Nativity Prep School NB and New Bedford High School have made videos following the latest trend.

Standard-Times staff writer Seth Chitwood can be reached at schitwood@s-t.com. Follow him on twitter: @ChitwoodReports.Support local journalism by purchasing a digital or print subscription to The Standard-Times today.

This article originally appeared on Standard-Times: Tia Maria's European Cafe, New Bedford High School 'of course' trend.