As Carnival approaches, many entrepreneurs choose to shut down or slow down operations, but João Vitor Martins, a restaurant owner in São Luís, Maranhão, has opted for the opposite approach. He sees the festival as a business opportunity and modifies his menu, space, and sales strategy to capitalize on the large influx of revelers. His entrepreneurial spirit has driven him to adapt rather than retreat in the face of increased competition and customer demand during the festive season.

The evolution of João Vitor's business began modestly, starting with meal preparation in his own apartment and selling them as a side income while working at other bars and restaurants in the city. Gradually, as he reinvested in his venture, his operation expanded. The decision to pivot from meals to skewers was a strategic move, taking advantage of the communal and vibrant atmosphere that accompanies the Carnival, positioning his offerings as festive and convenient for party-goers.

Social media played a significant role in the restaurant's growth, helping João Vitor reach a wider audience and promote his new offerings effectively. By embracing the opportunities presented by Brazil's largest festival, he showcases the potential for local businesses to innovate and thrive during high-traffic events. This shift not only reflects adaptability in entrepreneurship but also highlights how businesses can harness cultural events to boost their visibility and revenue.