TikTok is working on a new service that will turn its viral culinary videos into meals to order and eat. Virtual Dining Concepts, a company specializing in food delivery, collaborates with the famous app to open delivery-only restaurants under the "TikTok Kitchen" brand in the US starting next March. next year, as Bloomberg first reported.
Second Bloomberg, the restaurant menu will be set up on the basis of the most popular foods within the app. Tiktok and its partner company plan to launch approximately 300 TikTok Kitchen locations early on, with plans to open more than 1.000 restaurants by the end of next year.
TikTok Kitchen, welcome to the age of viral food
The new project will launch in 2021 with a limited menu that includes TikTok's most viral dishes like baked feta pasta, a hamburger smash, and corn chops and chips. Baked feta, in particular, exploded in popularity in 2021, according to Google, becoming the most searched meal of the year. In the future, the menu of the Tiktok Kitchen premises will be changed every 3 months (however providing a "fixed" section) based on changes in user preferences.
A portion of the proceeds from TikTok Kitchen sales will support creators who will create dishes that have gone viral, "in line with our mission to inspire creativity and bring joy to its users," says the company.
TikTok Kitchen: experiment or "invasion"?
Is TikTok Kitchen serious? Who can tell. Meanwhile, its partner, Virtual Dining Concepts, is a startup that focuses entirely on ghost kitchens. In October, it raised $ 20 million in funding to improve its technological infrastructure, and has several collaborations for as many "instant restaurants" branded with the names of various US stars (from Mariah Carey to rapper MrBeast).
As for the ByteDance app, I don't know if this activity is perceived solely as a marketing effort or if TikTok Kitchen has invasion plans, but the message is blasting. A future of convergence between real-time data (which feel the pulse of "demand") and personalized offer could allow what today we simply call "social apps" to dethrone giants from different sectors.
The Chinese social network is the "cradle" of many food fads and a large number of viral recipes frequently republished also on other social networks. TikTok Kitchen suggests the company will capitalize on its popularity: first to promote its brand reputation, and then who knows.