More Than Likes showcases social media influencers who are dedicated to making a positive impact in their communities.
Gazing out of the car window, Hazel Villareal spotted her target and placed the megaphone to her lips.
“Excuse me,” she said, capturing the attention of the man on the Dallas street corner. “I just wanted to let you know how beautiful you are.”
The man smiled, while another man beside him couldn’t hide his surprise. “You’re the most beautiful – thank you!” the first man responded. Ms. Villareal expressed her gratitude and as the car drove away, she left him with another message: “I love you!”
A video capturing this heartwarming interaction was uploaded to TikTok in November 2020 as the first installment of La La Land Kind Cafe’s “Drive-By Kindness” series. Since then, the coffee shop chain has continued to share over 80 episodes of the series, amassing a TikTok following of over 6.6 million users and nurturing what the employees call the company’s “kindness mission.”
While randomly complimenting strangers may seem unconventional or even unsettling, the reactions from those on the receiving end speak for themselves: “You just made my whole life,” expressed one woman. And when a man was told he looked handsome, he responded, “We need to spread some more kindness and love.”
Francois Reihani, the founder and CEO of La La Land, believes these simple acts of kindness demonstrate their immense power. He emphasizes that one doesn’t need to perform grand gestures to make a difference; sometimes a heartfelt compliment is all it takes.
La La Land’s first café opened its doors in 2019 in Dallas’ Lower Greenville area, employing 10 young individuals who had aged out of the foster care system and faced challenges in finding employment. While the company’s staff composition has evolved across their 11 cafes in Texas and California, with fewer foster youths now on the team, they still hold a significant place in the company’s core values.
Growing up in Rosarito, Mexico, surrounded by the love and support of his parents, Mr. Reihani felt compelled to spread these values in a society increasingly divided. Amid the pandemic, which further deepened these divisions, La La Land faced challenges in spreading kindness due to reduced customer interactions. However, their commitment to prioritizing kindness over coffee remained unwavering.
Ms. Villareal, the lead creative designer at La La Land, shares that the company’s mission has instilled a sense of fearlessness in her. In the face of adversity and experiences of discrimination, she now pays forward the love she receives by complimenting others who resemble her. The “Drive-By Kindness” initiative serves as a catalyst for this transformation.
Although the videos generate revenue through collaborations with sponsors, such as Sam’s Club and Fossil, the “Drive-By Kindness” series is not overtly presented as an advertisement for the coffee shops. La La Land intentionally avoids mentioning the brand or including it in the video captions, aiming to genuinely brighten people’s days without the pressure of a commercial agenda.
In Mr. Reihani’s view, karma plays a significant role in the company’s ethos, believing that doing the right thing leads to magical outcomes.
Mr. Sabado, responsible for filming, editing, and sharing the videos, grew up in an environment akin to Mr. Reihani’s upbringing. Their shared experiences taught him that not everyone had the privilege of hearing “I love you” from their parents. With “Drive-By Kindness,” Mr. Sabado envisions La La Land creating a ripple effect of love and kindness with far-reaching consequences.
He emphasizes the importance of reminding people that they are loved.
At the vibrant and inviting cafes, customers are greeted with personalized compliments and an “I love you” after placing their orders. Even as they leave, they are reminded of this uplifting message: the bright yellow to-go cups adorned with positive phrases like “be kind,” “just be nice,” and, of course, “love you.”
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