Who would have seen this coming; TikTok is opening a new chain of delivery-only restaurants across the US, which will see the platform convert viral recipe videos from the app into themed menu items.
TikTok’s restaurant service is partnering with Virtual Dining Concepts and Grubhub and
will update its menu quarterly, and will see TikTok-branded foods delivered to your door.
As reported by TechCrunch:
“The menu at the restaurants will draw upon the most popular viral food posts on TikTok, which people can then have delivered to their door via Grubhub. TikTok plans to launch around 300 locations that will start delivering dishes in March, with plans to open more than 1,000 restaurants by the end of next year.”
The model for TikTok’s food service is essentially the same as the one that YouTube celebrity Mr. Beast recently used to launch his chain of delivery only ‘Mr. Beast Burger’ restaurants. which has since delivered over a million burgers, and is expanding into new regions.
The process involves using staff and kitchens from other, existing restaurants to handle local orders, which means lower overheads, due to not operating physical stores, and more flexibility in scale and expansion.
Virtual Dining Concepts was involved in the Mr. Beast Burger project as well and TikTok will be counting on its expertise. TikTok says that it will give half of any profits from food sales to the creators of the menu dishes.
Earlier this month, as part of its overview of product trends on the platform, TikTok shared this listing of the most popular foods of the year, based on video engagement.
The TikTok Kitchen project will be a branding vehicle for the platform, to help generate more buzz, and tap into rising trends in food delivery.
The project also aligns with TikTok’s broader eCommerce plans, getting even more users to order and pay for things in the app.