18.12.2021 at 03:00 pm
TikTok has announced a partnership with Virtual Dining Concepts to launch delivery-only TikTok Kitchen locations across the US starting in March 2022.
Food and recipe videos have become an essential part of TikTok’s programming, with the videos garnering millions of views. The company recently stated that more than one billion people around the world use the platform on a monthly basis.
Virtual Dining Concepts has successfully backed celebrity and non-celebrity restaurants, most notably MrBeast Burger, which has been a huge hit since YouTube star Jimmy Donaldson launched it in fall 2020.
MrBeast Burger sold 1 million burgers in three months. It now has 1,500 virtual locations in the United States, Canada, and the United Kingdom.
Co-founder Robert Earl says about 300 TikTok Kitchen locations are planned to be launched across the country.
It is expected that more than 1,000 TikTok Kitchen locations will be launched by the end of 2022. Earl expects success on par with MrBeast Burger.
“You have a platform with a billion viewers a month who are constantly interacting,” Earl says. It’s the first time a brand like this has existed – an audience of hundreds of millions of people.
The TikTok Kitchen menu is based on the app’s most popular food trends, including baked feta pasta, which Google ranked as the most-searched dish in 2021.
Tik Tok collaborates with Virtual Dining Concepts
Also on the inaugural menu are pasta chips — cooked, cheesy, air-fried shapes of pasta — as well as corn ribs made by peeling bits of corn and brushing them with spices and Parmesan cheese.
Prices are comparable to other brands at Virtual Dining Concept, Earl says. The MrBeast Burger starts at $6.99.
The list changes every three months. And if the dish begins to spread quickly, chances are that it can be added to menus.
Moreover, TikTok said it is dedicating its profits from restaurants to creators of menu dishes and to support promising culinary talents on the platform.
The platform did not say how it determines the true creators of the dishes – which sometimes belong to more than one person – or how much revenue it expects to generate and distribute. The names of the dish makers will also not be on the TikTok Kitchen listings.
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CEO of OTTO Magazine
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