TikTok, the master of monetising impulsiveness, is looking to become the next meal delivery platform. As if 2021 could get any weirder.
The massively popular social media platform is pairing up with Virtual Dining Concepts (VDC), whose name is rather self-explanatory, to make and deliver virally trending meals to your door.
Tuck in with TikTok
In case you didn’t know, there’s a lot of food-related content on TikTok. As Instagram taught us ages ago, there are few things quite as fun as posting pictures or videos of your food online. Often, creators will post their culinary creations to TikTok with an accompanying recipe and step-by-step guide, sometimes to viral success. Exhibit A: baked feta pasta. TikTok will be drawing on these viral recipes for Kitchen’s menu.
Speaking of, given the nature of the internet, TikTok has decided to rotate its menu quarterly. Trends move fast online. Not only does this help keep Kitchen consistently synced up with its source material, but also adds a level of novelty to menu items given that they’re effectively only available for a limited time. Very clever.
VDC has gone down a similar avenue before, being responsible for the MrBeast Burger, a virtual kitchen specialising in burgers made popular by the unbelievably popular YouTuber, MrBeast.
Working with VDC, TikTok Kitchen will operate outside of kitchens in existing restaurants. TikTok will provide training, recipes made popular by the app, and branded packaging for delivery.
TikTok Kitchen will start out in 300 kitchens in the United States, with plans to expand to 1,000 locations by the end of next year. There’s no word on international availability just yet.
Source: Bloomberg