For the better part of the last year, lines of people have been spotted flooding out of Three Hundred Fifty Bakery on Humphrey Street early on weekend mornings.

The bakery quickly gained popularity after opening in November, both around town and on social media.

“It’s been amazing,” said owner Lilly Tapper, a 26-year-old Marblehead native. “I couldn’t really imagine it getting this crazy this fast.”

Before opening the Humphrey Street storefront, Tapper baked in-residence and sold her creations at the Swampscott Farmers Market. After spending time out in the community and engaging with customers, Three Hundred Fifty’s popularity spread by word of mouth.

After the storefront opened, some of that word of mouth turned into people posting videos trying out the coffee flavors and pastries, rating what they tried and sending it out to social media followers.

“I feel like we’re in an era of reviewing things on social media, especially coffee shops and bakeries,” said Tapper. “They come here and share opinions on what they’ve tried.”

One item on the menu, the Cookie Butter Latte, turned out to be exactly what local social media reviewers were looking for.

“It started to become viral on social media,” said Tapper of the latte. “Now you’re seeing other places do it. It’s kind of cool to see that.”

On weekday mornings, most customers are Swampscott and Marblehead residents, but on the weekends, Tapper said she has met people from as far as out of state to try the coffee, pastries and cookies.

“We like to really connect with our local customers and learn a little about them,” said Tapper. “A lot of our audience on weekends is from out of town. I’m appreciative of people being willing to make the drive.”

While locals have been spreading their opinions about Three Hundred Fifty across Instagram and Tik Tok, Tapper has also used social media as a marketing tool.

As of early August, Three Hundred Fifty has amassed over 20,000 followers between Instagram and Tik Tok.

“That’s where I’ve been able to engage with a lot of the younger generation,” said Tapper. “We try to create content that people can connect with.”

Another tactic Tapper has used is rotating certain items on the menu on a regular basis.

“I love changing my menu all the time,” she said. “The items out here on the pastry case, you might not see them tomorrow. The drink menu will rotate every month or two. It kind of keeps everybody on their toes.”

Tapper said that new flavors keep even repeat customers returning to Three Hundred Fifty.

“People want to try different things and experiences they see online,” said Tapper.

Another thing important to the younger generation according to Tapper: aesthetic. She describes the aesthetics of the interior of Three Hundred Fifty as very minimalistic.

From the ground, to the tables, to the walls, nearly everything inside is bright white. Everything besides the colorful pastries that line the counter.

“They are the star of the show,” said Tapper. “Everything is white besides the pastries which really draws the customers attention to them.”

But more important than any marketing strategy, according to Tapper, is the passion she has for Three Hundred Fifty.

Weekends for Tapper and her team start at 4:30 a.m., preparing pastries so they are hot and fresh when customers get their hands on them.

“Everything that I do, I put everything into it,” Tapper said. “I put my passion into it, and I let everyone see how passionate I am about my business.”

Tapper believes that the passion put on display by her and the Three Hundred Fifty employees has had a direct impact on the popularity and success of the bakery.

“I truly feel like if you can show people how much you care and how much passion you have, they’ll hop on the bandwagon with you,” said Tapper.

After a successful eight months at the storefront, Tapper has started to think about the future. She’s not exactly sure what it may look like, but she knows she doesn’t want the Humphrey Street location to be Three Hundred Fifty’s last.

“I want to take the next step that makes the most sense for the bakery,” she said. “It could be opening a second location. It could be opening another production facility…I want to keep growing.”