Malta has always taken bread seriously. From concerns about grain shipments from Sicily in the late medieval era to the bread riots that led to the Sette Giugno national holiday, the staple food has long been enmeshed in the county’s national consciousness.
So, while few could have expected toast and ftira to light Malta’s social media ablaze in the first weeks of 2025, the keen interest so many people have taken in €9.90 toast and a €9 ftira should come as no surprise.
The ftira in question was supplied by Jubilee Café in Gozo, with the customer taking to Facebook to warn others of the price tag carried by the popular sandwich.
The post elicited sharp criticism, with over 900 comments – overwhelmingly negative – calling out the popular establishment for charging €9, when the same product is typically sold for much less.
Over in Dingli, however, Sofrito, a mobile kiosk, was drawing crowds of people waiting in line for a chance to purchase toast for an even higher price. The toast, while undoubtedly delicious, does not present itself as an over-the-top treat, or a re-imagined take on the ubiquitous snack: it’s effectively a good ham and cheese.
“The two cases need to be placed into context,” shares Digital Marketing Specialist Gordon Borg Urso, in comments made to WhosWho.mt. “While both ftira and toast are among the most traditional and beloved foods, they’re inherently simple, with nothing particularly ‘wow’ about them – though both are amazing in their own right.”
The key difference, he continued, “lies in the business relationship with the food, the pricing, and the authenticity of the approach.”
Mr Borg Urso points out that the ham and cheese toast “stands out because it is supported by an authentic, relatable individual – no marketing gimmicks, no over-polished narrative. What you see is what you get, and that honesty resonates deeply with audiences.”
On the other hand, the ftira, despite possibly sharing similar ingredients, “lacks that same level of distinction and connection.”
Delving into the insights marketing professionals and business owners should take away from the situation, Mr Borg Urso noted that the toast sparked conversations.
“The owner’s playful challenge to his followers to help him ‘go viral’, pronounced as ‘virale’, stood out as a unique and charming twist. This unconventional approach naturally drew attention and created buzz.”
The secret sauce, then, was the implicit call-to-action by Don Brace, Sofrito’s owner, which invited people to try the toast and share their opinions.
“This approach shows how authenticity, humour, and audience engagement can transform even the simplest of products into a topic of interest,” says Mr Borg Urso. “This reminds us of the importance of being real in how we communicate. Authenticity is key to shaping the future of how we connect with others and the way we want our society to grow.
“It’s a powerful lesson in the value of relatability and genuine storytelling in a world often saturated with over-curated narratives.”
‘Social media shapes how we think’
For marketing agency Ponder & Pitch Founder Yanis Azzopardi, the situation also led him to reflect on the profound impact of social media on consumer behaviour and societal trends.
The online uproar over €9 ftira from a coffee shop in Gozo’s main square, happening at the same time as crowds drive to Dingli to wait in queue to buy even more expensive toast from a kiosk, fascinated him.
“One is being roasted online, while the other is being celebrated as a hero,” he notes, reflecting on what this says about people and their susceptibility to the influence of social media.
“Social media doesn’t just influence what we do, it shapes how we think, react, and even what we deem acceptable.”
Speaking to WhosWho.mt, Mr Azzopardi points out that the immediacy with which anyone can broadcast anything on social media “is a double-edged sword,” recalling the spread of anti-vaccination discourse during the COVID-19 pandemic.
“While the example of the toast may seem harmless, it is crucial to recognise how easily harmful trends can take root,” he says. “Viral challenges like the tide pods and cinnamon challenges have demonstrated the speed at which dangerous behaviours can be glamorised, posing significant health risks, particularly to young people and children – where the stakes are even higher.”
The marketing professional emphasises that “young minds are particularly susceptible to the persuasive power of social media.” Therefore, “as marketers and communicators, it is our duty to ensure that our strategies are not only effective but also responsible.”
Parents, he continues, also have an important role in instilling critical thinking skills in children from a young age.
“Although I am not a parent myself, I believe that in today’s digital age, it is nearly impossible to shield young ones entirely from social media. It is crucial, therefore, to teach them to discern right from wrong effectively.”
As social media becomes ever more embedded in our daily lives – and as political movements become more savvy in their use – such critical thinking skills are becoming essential.
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