Nikki Hannaway, 31, and Bailey Purpura, 30, run Cravecle, a popular Instagram and TikTok account that showcases the best parts of the Buckeye State.
While working at an advertising agency together in 2018, Hannaway, Purpura and a third co-worker were regularly interacting with social media influencers, so they decided to try creating their own account.
They created Cravecle’s Instagram presence that same year and made its TikTok two years later. Shortly after the account’s creation, their third co-founder moved to Charlotte, North Carolina.
Cravecle (pronounced “crave-clee”) grew by around 70,000 followers in one year from the duo cross-posting its TikTok videos about restaurants offering takeout meals during the pandemic. Their following has been growing ever since, with over 108,000 and 68,000 followers on Instagram and TikTok, respectively.
Both women work full time at local advertising agencies in addition to their passion project. Hannaway lives in Westlake with her dog, Harper. Purpura resides in downtown Cleveland with her boyfriend and his dog, Fitz.
Nikki Hannaway, left, chats about Cravecle at Porchlight Coffee Co. July 25 in Akron.
What are some of your favorite restaurants in Ohio?
Purpura: I’m a huge pizza fan. I go to New York every year, and we do a pizza tour. Honestly, last time we were there we were like, ‘None of this even touches some of our favorite spots in Cleveland.’ I love Cent’s Pizza in Ohio City. Il Rione’s is obviously a fan favorite, but I do think it’s one of the best.
Hannaway: A few here in Summit County that I really like − Pitchfork I thought was really good. I’ve done HiHO brewing, I really liked that. Blue Door Cafe, with croissants the size of your face − so good.
What is your most viral video?
Hannaway: I think our biggest one on TikTok was our weekend trip to Cincinnati. That one got over 500,000 views, which was really cool. Obviously, we’re based in Cleveland, but I grew up in Columbus, so I like to do a lot of Columbus content too, and it’s also an easy road trip down to Cincinnati.
When we first started, it was very much ‘let’s check out different restaurants,’ but we’ve really tried to evolve the account since then to be travel related or road trips or even health and wellness, because, no offense, we can’t be eating out every single day.
It’s been fun to kind of push those boundaries. If they’re already in Cleveland, they all have to take a vacation or road trip at some point, so we’ve kind of tested out, ‘Will you like this kind of content?’ It’s also helped us grow with other cities too.
What’s your favorite activity?
Purpura: I’ve been doing a lot of different classes lately. Love cooking classes. I just recently made a candle, that was very fun. I’m talking to someone about doing a pottery class. There’s glassblowing in Cleveland. For a date night, I love taking a class or learning something new.
Hannaway: I’ve always liked being on the water. One of my favorite activities was in Ashtabula County. They have these hydrobikes at a place called Harbor Yak, and it’s basically a bicycle on floats.
Is there an upcoming video you’re excited to make?
Purpura: We have some friendlies in Ashtabula County, and they, at one of the wineries, are having some sort of event coming up soon. I would tell you if I knew, but it’s very secretive.
Hannaway: I went with my mom a couple of weeks ago to Trumbull County and did a little weekend there. So I have to do a little recap weekend of that, and that was a really fun visit. Anything that’s with a tourism bureau, I always think that’s really fun to do a little road trip.
What is your ultimate goal for Cravecle?
Purpura: I think anytime we get to have a new experience because of Cravecle, it’s a goal checked. Doing it with Nikki and getting to share it with our friends and family, and having these cool experiences and even getting to just help someone figure out where they should take their mom for her birthday dinner – that’s good for us.
Hannaway: I think the biggest thing is trying to keep that spark of trying new things. We’re not going to try and do this full time. We love our 9 to 5s, but if this can grow and be a really steady side hustle, that’s fantastic. I think we just want to keep it authentic to both of us and what’s going on in our lives.
Bailey Purpura listens as Nikki Hannaway chats about Cravecle at Porchlight Coffee Co. July 25 in Akron.
This interview was lightly edited for length and clarity. If you’d like to recommend someone for the “5 Questions With” series, email bjnews@thebeaconjournal.com. Beacon Journal reporter Tawney Beans can be reached at tbeans@gannett.com or on Instagram @TawneyBeans. Don’t forget to follow her adventures on TikTok @akronbeaconjournal.
This article originally appeared on Akron Beacon Journal: Who’s behind Cravecle? 5 questions with Bailey Purpura, Nikki Hannaway