Case study · Пекарна „Като Едно Време" (Kato Edno Vreme Bakery) · Sofia · Feb 2026, ongoing
A bakery Sofia had never heard of. Close to two million views later.
In February 2026, Пекарна „Като Едно Време" (Kato Edno Vreme Bakery, the name means "like the old days"), an artisan bakery in Манастирски ливади (Manastirski Livadi), Sofia, didn't exist online. No brand, no followers, no page. We built all of it and we still run it every week: the name and the brand, the shopfront, the social media, the print and sales material, the website and part of the operations behind the counter. By 28 October 2026 its posts had been seen 1,940,757 times on Facebook and Instagram, both pages had grown from a single follower to 7,541 between them, and ChatGPT and Perplexity both name it first when someone asks where to find good sourdough in the neighbourhood.
What do we do for Kato Edno Vreme?
We are the bakery's marketing department and part of its operations team, every week, since before it opened.
01 Name & brand
The name, the hand-lettered logo, the colours, the type and a brand book built around one idea: the universal grandmother.
02 Shopfront
The awning, the banner flags, the wall print and the sign, designed so a bakery on a residential corner is seen from the end of the street.
03 Social media
Facebook and Instagram from a single follower: the stories found, filmed, written and posted by us every week, with every number tracked.
04 Print & sales
The corporate offer, the product labels, the recipe cards and the card on the counter that asks for a Google review.
05 Website & AI search
katoednovreme.com, with its new version on the way, and how ChatGPT, Gemini and Perplexity answer when someone asks where to buy good bread.
06 Operations
The P&L model, the costing and menu economics, the daily routines, Glovo and the business customers.
- 1,940,757
views on Facebook and Instagram, 1 February to 28 October 2026
- 5,269
Facebook followers, from a single one
- 2,272
Instagram followers, from a single one
- 1st
on ChatGPT and Perplexity for good sourdough in Manastirski Livadi
What does "like the old days" look like?
The brand book is built around one idea, the universal grandmother: not one real person but the memory everyone carries of a grandmother's kitchen. Everything the bakery puts out, from the shop sign to its Glovo listing, is made from it.
How do you make a corner bakery impossible to miss?
The landlord allowed nothing permanent, no paint and no building work, so everything we designed for the outside stands on its own or comes away cleanly: a charcoal awning with cream lettering, tall banner flags, a wall print and the sign.
Exterior wall print, ПЕКАРНА (BAKERY) signage. 
Bakery interior, logo installed on the wall.
What do we make for it?
Stories nobody else can tell: real grandmothers, a real harvest, real Bulgarian traditions, and the bakery's own news told so a neighbourhood wants to pass it on. We find the stories, film them and post them.
10 June 2026
162,392 views
The folk costume
A grandmother's inherited costume and the story behind it. The first reel to pass 100,000.
30 June 2026
213,444 views
Now on Glovo
The delivery launch, told as news a neighbourhood sends to each other. The biggest reel of the year.
24 July 2026
201,904 views
Harvest with the grandmothers of Logodazh
We went looking for real grandmothers and found them in the village the bakery's sourdough starter comes from, then filmed the harvest with them.
29 July 2026
152,958 views
The harvest, second film
The starter came from these hands: a hundred years old and still alive.
8 September 2026
98,829 views
Back to school
An offer that reads like a memory: the warm banitsa before the first bell.
26 October 2026
67,275 views
St Demetrius Day
The old end of the working year, told with Yovkov and a harvest song. 3,256 likes, 714 shares and 932 new Instagram followers from this one post.
The five reels show Facebook views and the St Demetrius Day carousel shows Instagram views, both as Metricool counted them on 28 October 2026.
Why do we lead with views per follower, not follower count?
Because social media in 2026 doesn't work the way it used to. By 28 October the two pages had 7,541 followers between them and 1,940,757 views: about 257 views for every follower. Your posts no longer stop at your followers, because Facebook and Instagram both show people posts from accounts they don't follow, picked by what they're likely to be interested in (Instagram sets out how in its own ranking explainer). A brand-new page with the right content now outperforms a ten-year-old page with lazy content. Followers are a scoreboard; shareable quality is the game. This account proved it from a standing start: five of its reels passed 98,000 views on Facebook alone before the page was eight months old.
- 257
views per follower
What actually worked?
Three things, and none of them were "posting more":
Nostalgia as strategy, not decoration
The content answers an emotional question, where did that taste go?, and Sofia answered back. The biggest posts of the year are all memory-led, not product-led: a grandmother's costume, a harvest, St Demetrius Day.
A person, not a logo
Faces travel; logos don't. The client preferred to stay behind the counter, so we stepped in front of the camera ourselves. If you won't be on camera, we build around it. Sometimes we are the workaround.
Moments engineered to be news
The Glovo launch was the biggest reel of the year, 213,444 views on Facebook, because "you can now get this bread delivered" is a story a neighbourhood sends to each other.
What do business customers get?
A corporate offer in the bakery's own voice: its story, every product with its price, the drinks and how to order. Scroll, or tap, to turn the pages.
And on the counter?
Recipe cards in two languages for every banitsa, product labels, and the card that asks happy customers for a Google review.
What do AI assistants say about Kato Edno Vreme?
We put the same everyday questions to ChatGPT, Gemini and Perplexity, the way a hungry neighbour would ask them, without the bakery's name. In its own neighbourhood the bakery is already the answer: first for good sourdough in Manastirski Livadi on ChatGPT and Perplexity, and Gemini puts it first across the whole of Sofia for hand-stretched banitsa. None of the three names it yet for sourdough delivered to the door anywhere in Sofia, and that is exactly the question the new katoednovreme.com is being built to answer.
This is the same Google & AI search work we do for every client.
| Question | ChatGPT2 of 4 | Gemini3 of 4 | Perplexity2 of 4 |
|---|---|---|---|
| good sourdough in Manastirski Livadi | 1st place in the answer | 3rd place in the answer | 1st place in the answer |
| artisan bakery in Manastirski Livadi | 1st place in the answer | 2nd place in the answer | 1st place in the answer |
| hand-stretched banitsa in Sofia | not named | 1st place in the answer | not named |
| sourdough bakery in Sofia that delivers | not named | not named | not named |
Asked in Bulgarian on 29 October 2026, with web search on. The number is where Kato Edno Vreme came in the answer.
What happens behind the counter?
Reach doesn't pay rent, revenue does. Alongside the marketing we run part of the operations: the P&L model, the costing and menu economics through Bake Pro, a costing tool we built for the bakery, and the daily routines written down so every shift runs the same way. We also opened the sales channels beyond the counter: we launched the bakery on Glovo, wrote the corporate offer and took it to offices, wholesalers and hotels.
How it was made
We do. All of it. In the first five and a half months the client didn't send us a single photo, video or idea, and we never needed them to. We find the stories ourselves: we went looking for real Bulgarian grandmothers, found them in a village outside the city, arranged a traditional wheat harvest with them, and filmed it in the field. That post did 123,000 views in its first 24 hours, and it's the one that pushed this account past a million organic views.
This level of content creation, finding the people, the places and the stories, then filming and producing every piece of it, is the deepest version of a partnership, and we can only carry a few of those at a time. But it tells you how we work everywhere: if the story your brand needs doesn't exist yet, we don't wait for you to send one. We go and find it.
September brought the back to school offer, 98,829 views on Facebook. In October we updated the corporate offer and built new carousels around Bulgarian traditions and food stories, and on 26 October the St Demetrius Day carousel brought in 932 new Instagram followers, more than 40 percent of everything Instagram had gained since February. The new website is being built now.
The audience was right, not just big
The stat that matters more than any view count: between February and July 2026, 79.7% of the audience was in Bulgaria and 40.6% in Sofia itself, with women 35 to 54 as the core, the exact buying audience of an artisan neighbourhood bakery. Reach means nothing if it's the wrong people. This was the right people.
- 79.7%
Bulgaria
- 40.6%
Sofia
- Women 35-54
core
What we'd do differently
The data taught us something worth admitting: Facebook out-delivered Instagram roughly 7:1 for this audience, women 35-54, Bulgaria. We split effort more evenly than the audience deserved in the first months. Today the same client would get a Facebook-first plan from day one, and that lesson is baked into every launch we run now.
This is what our Marketing partnership and our approach to social media produce when they start from zero.
Questions
How long did it take Kato Edno Vreme to see results from zero?
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Kato Edno Vreme's first viral post came within the launch phase, under three months from account creation. Meaningful, compounding reach arrived by month four.
Was Kato Edno Vreme's growth paid for?
+
Mostly not. 90% of the bakery's views between 6 February and 26 July 2026 were organic: 1,024,923 of 1,133,293. Ads were used surgically (about 108 thousand views across those five and a half months) to support launch moments, not to carry the account. From 1 March to 30 September 2026, 1,358,830 of the Facebook page's 1,520,844 views were organic and 162,014 came from ads.
Do AI assistants recommend Kato Edno Vreme?
+
Yes, in its own neighbourhood. On 29 October 2026 ChatGPT and Perplexity both named Kato Edno Vreme first when asked, in Bulgarian, where to find good sourdough in Manastirski Livadi and which artisan bakery to try there, and Gemini named it first across Sofia for hand-stretched banitsa. None of the three named it yet for sourdough delivered across Sofia, which is what the new website is for.
Does the Kato Edno Vreme approach work for businesses that aren't bakeries?
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Yes. The mechanics, emotional answer, real faces on camera, moments engineered to be shared, are the same ones we run for every consumer brand. The nostalgia angle was the bakery's story; yours has its own.
What engagement did Kato Edno Vreme get beyond views?
+
Between 6 February and 26 July 2026 the bakery's content earned over 24,000 interactions across Facebook and Instagram, 98 days of watch time, and 425,398 unique viewers on Facebook alone.
What did Kato Edno Vreme buy from Wonder Works?
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The bakery bought our full marketing partnership with operations work alongside it: one team covering brand, socials, website, content, design and B2B outreach, plus the operational half, P&L modelling, GP and menu economics, SOPs, and Bake Pro, a bespoke GP costing tool we built for them.
Want your version of this story?
Като Едно Време (Kato Edno Vreme) runs on our full partnership: marketing plus fractional operations (P&L, GP tracking, SOPs, menu engineering and Bake Pro). If you want the same team working on your business, start with Marketing. This work happened in Sofia: how we work with Sofia businesses.
Want this for your business?
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How many people see Kato Edno Vreme every month?
Views on Facebook and Instagram, month by month. The spring was a brand-new page finding its feet. June and July were the folk costume, the Glovo launch and the harvest with the grandmothers of Logodazh, and July alone passed 800,000. Since February the bakery's posts have been seen 1,940,757 times.
October counts to the 28th. Source: Metricool.