Boston’s new build-it-yourself charcuterie shop, Kured, first rose to prominence on the viral video-sharing app TikTok.
It’s no secret — charcuterie is huge on TikTok. For the uninitiated, TikTok is the ubiquitous video-sharing app that’s taking Gen-Z by storm with 30 second videos. Incidentally, it’s the perfect platform for food porn: the short runtime lets creators focus on a drip of honey or a drizzle of cheese while highlighting all the aesthetic glory of a scrumptious plate. The unique power of food TikTok worked out particularly well for the newly-opened Boston charcuterie spot Kured.
In early June, Gilli Rozynek’s Kured charcuterie shop opened in Boston’s Beacon Hill. Dubbed the Edible Arrangements and the Chipotle of charcuterie, the quick-service joint centers around a simple premise: Guests pick from a selection of meats, cheeses, and garnishes to create a customized charcuterie board.
On June 10, a social media intern at Kured prompted Rozynek and the team to start a TikTok account. They posted a simple TikTok of a Kured board being assembled — gloved hands placed the cheeses and meats in the box to the tune of Weezer’s “Island in the Sun.” Overnight, the video blew up, climbing to 60,000 likes and sparking a rush of business at the newly-opened Beacon Hill location. Later, on June 16, the Boston foodie TikToker @danielles_eats added to the hype with another viral video announcing Kured as Boston’s first quick service charcuterie restaurant.
In addition, Kured offers handheld charcuterie “cones” with a snack-sized portion of the same meats, cheeses, and garnishes. These eminently Instagrammable handheld treats, along with the meteoric rise of charcuterie boards, made for a perfect storm of virality.
Check out the fruits (and meats and cheeses) of their labor at 83 Charles St, Boston, MA 02122.
[Featured image: Kured.co]