You could put together a piece of cow by piece on the Sevan Meat Market from Glendales. Precision cut steaks sit in decent rows. Whole feet rest tipy-toed-vor-pirouette in the pre-pirouette in constantly frozen. Packs brains live on the shelf below, flat and frozen. I can imagine that my brain is looking for a few hours of scrolling from Tiktok, and yet I feel bound to it because Everone.
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Vanessa Anderson is the breeder Goblin, on the mission, to explore grocery stores in the neighborhood across South California.
The Social Media Videos by Sevan Meat Market -The one by owner Hrach Marukyan, his last serop and manager Norvan Simonian, tell an Armenian -American stork bugwick about beef, a story of the old and new, adaptation to a quickly lävis -oriented world. And their growing audience of almost 60,000 Instagram followers is eager.
In a current video, three women with running hair and model-like features sites sit near an old fountain. It is sunny outsyides and you wear cowboy hats. They wave someone in front of the camera, beat their eyelashes and giggle together. You twitch with your shoulders and remove every flannel to uncover a delicate white surface. Is that ai-generated?
Before I have time to think further, it is unveiled who you wiveln with, a cowboy with a horse. One of the girls approaches him. She holds two Tomahawk steaks that are sealed in plastic. It points to the steaks, bite each lip and then flashes a thumb up. He is an impression. She climbs on his horse and they ride into the dance. The graphic on the screen is “Sevan Fleischmarkt”.
I found out from the Sevan meat market for the first time two years ago on the boss chef Diadié Diombana's popup in the Melody Wine Bar in Virgil Village.
Sevan “was his first stop from Paris,” said my food partner, the private chef Gwendolyn Fogel. “I had to take it.”
The second location of Sevan Meat Market in the Colorado Street in Glendale, opened in 2009.
Later I would notice it in my phone as a recording of Auther chefs. “Simple place for lamb,” said a note. “Good quality, good price,” said another.
When I first appeared, I was surprised by the modern age. I was expecting an old Armenian butcher, no slim black appearance with a Wagyu sticker on the window. The market's Instagram was equally unexpected. About the ball, sexy and Commergig absurd 30-second clips with the most complex of Sevans. At first glance, the content could be rejected as a sensational clickbait as a low content. But Sevan's social media strategy has a mirror to popular culture that could think more.
Sevan's Instagram is almost like the history of the itchy virus content. The market released the first video in 2020, in which a box with Waygu is open in the now increasing Instagram boomerang format. In 2022, a Tomahawk air-time lapse was cut, as it was fashion at the time. At the beginning of 2024 we serve a festival with recipe videos for cheese Lula Kebab and Osso Bucco -Sandwiches. At the end of 2024, the cowboy videos premiere, tons of them. Similar to the style of A DuanjuA vertical film format that was made popular in China that broke into the American market 992% increase in download between 2023 and 2024.
Closets of the Wagyu, left and beef chucking roll on the Sevan meat market.
A facet of Sevans Cowboy videos that cannot be ignored are the steaks against white backdrops in weekly flyers of the past, these steaks could be anywhere. These steaks exist on a lush farm, they are robust, male and loved by beautiful women. These steaks are high quality. Are you luxurious, you are … Americans?
Beef, long synonym for American emergency, history The use of marketing tactics that play on ideas of tradition, omnipresent and family. Take the icon Beef: It's what is for dinner Campaign from the nineties and laters like how Powerful beefscapes From 2008, which does not insist on an America that is built on beef.
Sevan's videos position beef as a luxury item, an allusion to the markets of the market Grobes is the top category gen z and MIllennials are ready to develop further.
According to manager Norvan Simonian Simonian, it noticed that new faces in the shop, creations in the sale and customers of San Diego and the steaks of Orange County travel.
“It is only me, my colleagues and I have put together all of our ideas,” says Sevan's manager and video star Simonian in the shop. When he was asked about his inspiration, he just said: “Instagram and YouTube.”
Production Tula Place on the Cousin's Ranch by Sevan Hrach Marukyan in Springville, California, north of Bakersfield. It is the content of the cousin in question. Every week Saturn makes the three -hour drive from Springville Ranch with a truck full of wine lax.
“Satrian says.
He tells me about Sproutfield. “The entire Sequoia National Park reminds me of Armenia. We don't have the huge trees, but the mountains, the rivers and the lakes.”
Simonian's instincts turned out to be fertile. When his video went views and stocks, he began notism New Faces in the shop, creations in sales and customers who travel from San Diego and Orange County to raise a Sevan steak.
“They even take out the meat with different counts. How … Armenia!” He says with a smile. “Who we stop posting videos for a week, [our customers] Are like “Ok … We are waiting for your new videos, where are you?”
Later I visit the original Sevan meat location on the East Broadway and find this Armenian butcher of the old school, which I had expected for the first time. The peach -colored stone tiles on the walls that open the marbling of a good steak. There are rows of plastic cow figures on the shelves over the butchers, who are older in Armenian to a lot of customers, older than those in new business, in Lamb Chops and Who Chicken.
In the first location of the Sevan meat market on Broadway. “We didn't advertise that at all,” says Serop Marukyan. “It was all word of mouth.”
Both shops carry the same product, they are in possession of the same people and are operated by them, and their separate social media accounts are largely the same. However, the newer location in Colorado Street has around 50,000 more followers. A brisk newer hip car in the parking lot; And a clientele that Waygu only reject this evening and does not make an eye on the term “Doomscroll”.
The old and the new Sevan are a decent couple, and a not so subtle memory of the fact that the small dance and second and second generation often have a gap. The old Sevan opened in 2005, the new four years later. They are three minutes from each other and at the same time a world.
“We didn't free that at all.” Serop Marukyan says. “It was all word of mouth.”
“We have to go with the new generation,” Simonian about this switch, smiles and says.
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