If you’re on TikTok, you might have heard about baked feta pasta. The baked version of Feta Pasta was probably this year’s most viral food moment on social media. Well, next year you can have it delivered to your home as TikTok is launching the world’s first virtual restaurant called TikTok Kitchens.
The video platform is partnering with Virtual Dining Concepts to bring viral delicacies to people. It was just a matter of time until TikTok Inc. to reach the restaurant industry. With the surge growth of the social media giant, TikTok Inc.’s foray into the restaurant business was just a matter of time.
The video-sharing platform announced a partnership with Virtual Dining Concepts to launch TikTok Kitchen delivery-only locations across the U.S. beginning in March next year. Food and recipe videos have become the main feature of the site’s programming, with clips that have gained millions of views. Moreover, TikTok stated that more than 1 billion users use the platform every month.
Virtual Dining Concepts has successfully backed celebrity and non-celebrity restaurants, most notably MrBeast Burger, which has been a breakout hit since it was founded by YouTuber Jimmy Donaldson in autumn 2020. In just three months, MrBeast sold one million burgers and the company now has 1,500 locations across the United States, Canada and the United Kingdom.
About 300 TikTok restaurants are planned across America for the launch, with more than 1,000 predicted by the end of 2022, according to co-founder Robert Earl. TikTok founder expects the initiative to be as successful as MrBeast. This shouldn’t be a surprise with the platform having a billion viewers monthly who are constantly engaged, as the numbers show. This is the first time a brand like this has reached such a large audience—hundreds of millions of people.
What is the menu of the TikTok Kitchen?
Buca di Beppo and Bertucci’s are national chains with numerous franchise stores owned by Earl that will be among the restaurant where TikTok Kitchen will operate. The TikTok Kitchen menu will be based on the app’s most popular food trends, such as baked feta pasta, which become the most-searched dish of 2021 on Google. They also plan to open a menu of pasta chips—cooked pasta shapes that are cheese-coated and air-fried. In addition to pasta chips, the menu will also include smash burgers and corn ribs, which are created from peeling off sections of corn and coating them with spices and Parmesan.
To start, the menu will be updated every three months to feature particular food that is going viral at the moment. Earl believes that if a cuisine becomes popular, there will be opportunities to include it on menus. It remains to be seen whether dishes such as baked feta pasta are going to remain regular offerings.
In a release, TikTok stated that it will donate the profits from the restaurants to the chefs who created the menu items and to support up-and-coming culinary talents on the platform.
It remains unclear how TikTok will determine who owns specific viral cuisine, which can occasionally belong to multiple people, or how much income it is expected to gain and distribute. TikTok Kitchen menus will not include the identities of the cuisine creators and the company didn’t respond to demands for comment.
If we can learn something from this news, it’s that important social media marketing is crucial for the growth of the restaurant business. Creating content that can target a specific audience and truly stand out that it’s viral can do wonders to your leads and revenue.
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