TikTok Launches Delivery-Only Restaurants in the US

TikTok Launches "TikTok Kitchen" – Viral Food Delivered

TikTok is preparing to introduce a novel service, enabling users to order and savor the meals showcased in its widely circulated food videos. A collaboration between the social media platform, Virtual Dining Concepts, and Grubhub will facilitate the launch of “TikTok Kitchen”-branded restaurants, exclusively offering delivery services throughout the United States starting next year, as initially reported by Bloomberg.

The restaurant menus will be curated from the most trending and popular food content on TikTok, allowing users to conveniently have these dishes delivered directly to their homes through Grubhub.

Initial Rollout and Expansion Plans

TikTok intends to initiate operations with approximately 300 locations, commencing deliveries in March. Ambitious plans are in place to expand to over 1,000 restaurants by the year's end.

Menu Highlights and Dynamic Updates

The inaugural menu will feature highly sought-after TikTok viral sensations, including baked feta pasta, a smash burger, corn ribs, and pasta chips. Notably, baked feta pasta experienced a surge in popularity during 2021, becoming Google’s most-searched dish of the year following its widespread acclaim on TikTok.

The menu will be updated on a quarterly basis, incorporating new dishes as they gain viral traction. Whether certain popular items, such as the baked feta pasta, will become permanent menu fixtures remains to be determined.

Creator Recognition and Support

TikTok has confirmed to TechCrunch that content creators will receive due recognition for their dishes featured on the menu and will be prominently acknowledged throughout the partnership.

Proceeds from TikTok Kitchen sales will be allocated to both supporting the creators who inspired the menu items and fostering creativity among other users on the platform, aligning with TikTok’s core mission of inspiring creativity and delivering enjoyment.

A Marketing Campaign, Not a Restaurant Venture

The company clarified that this initiative is primarily a campaign to bring TikTok-inspired food to fans, rather than a full-scale entry into the restaurant industry. This suggests a strategic marketing effort rather than a long-term business undertaking.

TikTok has not disclosed the duration of this “campaign” or provided further details regarding the ordering process or the selection and refreshment of menu items.

Virtual Dining Concepts' Expertise

Founded in 2018, Virtual Dining Concepts specializes in operating delivery-only ghost restaurants and has established partnerships with numerous prominent figures.

These collaborations include YouTube personality MrBeast (through his virtual restaurant, MrBeast Burger), Guy Fieri, Steve Harvey, Mariah Carey, Tyga, and Barstool Sports.

In October, Virtual Dining Concepts secured $20 million in Series A funding, intending to utilize the investment for technological advancements, infrastructure improvements, and enhanced marketing and customer support.

Leveraging TikTok’s Food Trend Influence

TikTok is renowned for its influential food trends and serves as a hub for viral recipes frequently shared across other social media platforms like Twitter, Instagram, and Facebook.

This latest partnership demonstrates TikTok’s intention to capitalize on this popularity, enhancing its brand visibility and promoting the creators who drive its food-related content.