TikTok to Establish US-Only Delivery Restaurant Chain

Food and cooking is a big part of TikTok’s video-based social media giant, and the app is now said to be growing in the physical world with its chain of restaurants delivering only in the United States.

According to Bloomberg, TikTok will feature TikTok Kitchen locations in conjunction with a company called Virtual Dining Concepts. Around 300 places will be available initially, with more than 1,000 expected by the end of 2022.

“Look, you have a platform with a billion viewers per month who are constantly engaged, as the numbers show,” Virtual Dining Concepts co-founder Robert Earl told Bloomberg. “This is the first time that there has been a brand like this – an audience of hundreds of millions of people.”

According to the source, some of TikTok Kitchen’s restaurants will be established restaurants, such as Buca di Beppo and Bertucci’s, and the costs will be “similar to other Virtual Dining Concept companies.”

The focus will be on the most popular culinary fads on TikTok, like baked feta pasta (which, by the way, is the most searched dish on Google in 2021) and pasta chips (cooked pasta shapes. coated with cheese and air-fried).

Earl also said the menu will change every three months, so if a new dish becomes popular on social media, it can be added to the menu. TikTok reportedly intends to share the revenue with the chefs who created the menu items and invest in emerging talent.

According to Robert Earl, TikTok recently announced that its platform attracts around one billion users per month, which is a huge number of people (Facebook still leads in terms of social media, with almost 3 billion active users. per month).

There is money to be made even though only a small portion of this user base is interested in ordering food delivered straight to the door. Social media platforms are always looking for new ways to extend their digital offerings into the real world, and it seems like a good solution.

Another creative aspect of the operation is creating menus based on items that have gone viral on TikTok. TikTok is known for its unusual cuisine, and it’s even better if people can taste the food that has caught their eye. There will likely be more viral videos of the meal being delivered and enjoyed in the future.

The delivery industry is crowded, with companies like Uber Eats, Deliveroo and others, but the new company’s link to TikTok (and, in particular, viral meals on TikTok) means it could soon attract a lot. attention.

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