TikTok is preparing to launch a new service that will allow ordering fast food delivery from viral videos. Starting next year, the social networking site will join forces with Virtual Dining Concepts and Grubhub to create a nationwide TikTok Kitchen network.
The service, which opens in the US, will draw cooking ideas from the most popular viral videos posted on TikTok, delivered via Grubhub. It is planned to build about 300 points, from which deliveries will be carried out already from March, and by the end of next year the company intends to open more than 1000 "restaurants".
The initial menu will include viral dishes such as baked feta pasta, pasta chips and other exotic snacks inspired by the imaginations of the content creators. In particular, feta pasta became the most searched-for dish according to Google in 2021 after the corresponding video gained popularity on TikTok. The menu is expected to be updated quarterly in line with current trends. TikTok has already confirmed that food creators will receive rewards for their own culinary creations.
Nevertheless, TikTok clarified that the company rather intends to use the service as a marketing tool than to seriously engage in the restaurant business. Representatives of the social network did not specify how long the "campaign" would last, and chose not to talk about other details related to the operation of the service yet.
Founded in 2018, Virtual Dining Concepts already owns several “restaurants” that exclusively deliver meals - the business does not have its own dining halls. The company already has experience of cooperation with some well-known bloggers.
Food trends play a significant role in TikTok's activities - the recipes seen are often copied for later playback on platforms like Twitter, Instagram or Facebook. However, the company not only promotes the distribution of good recipes, but, according to some reports, on the contrary, indirectly promotes unhealthy eating behavior among psychologically unstable individuals with a predisposition to anorexia, using "toxic" content recommendation algorithms.
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