TIKTOK KITCHEN: SERVING THE PLATFORM'S TOP FOOD RECIPES
Baked feta pasta, anyone?
TikTok will soon deliver some of its most popular culinary recipes to your home. It is teaming up with a social media platform and an online food delivery marketplace.
It is collaborating with Virtual Dining Concepts (VDC) to establish TikTok Kitchens, a delivery-only service that will prepare some of the app's most popular meals, as first reported by Bloomberg.
VDC's goal is to assist the restaurant community in generating extra income streams through virtual brands. They provide the skills and know-how of seasoned restaurateurs, information from national chain experience, and the vision to combine it all in a comprehensive, easy-to-implement solution.
A modified ghost kitchen service
TikTok Kitchen will be a delivery-only service with 300 sites planned from the start. It will serve out of existing restaurants, including Buca di Beppo and Bertucci's, owned by VDC co-founder Robert Earl. It's basically a ghost kitchen service, but unlike other competitors, VDC's kitchens don't appear to operate from satellite, trailer-converted kitchens in parking lots.
The menu will be influenced by the most popular viral food trends on TikTok, an incredibly popular category on its platform. The app, which has over 1 billion viewers, allows creators to publish culinary videos ranging from inventive recipes to cooking tips.
These food trend films have gone viral on TikTok, with hundreds of millions of views. The menu would honor inventors while also giving eateries around the country the option to opt-in and become market partners.
"Working with the team at TikTok on development of the menu and the whole vibe of this brand has been so energizing, and I am thrilled to reveal our newest VDC concept today, TikTok Kitchen, which will be our first with an ever-changing menu," said Earl in a statement.
VDC is no stranger to such a project, having collaborated with MrBeast, a popular YouTube personality, before launching actual locations. Earl went on to say that upon launching MrBeast Burger last December, they were "in uncharted territory".
"Now, one year in, MrBeast Burger is seen as the absolute prime mover in the virtual space, with locations continuing to open throughout the USA and internationally, and we believe TikTok Kitchen is right up there in the same stratosphere. With TikTok's constant support through initiatives on the platform and via their creators, TikTok Kitchen will always be relevant and exciting."
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MrBeast sold one million burgers in just three months, and that there are now 1,500 kitchens throughout the US, Canada, and the UK.
According to the VDC's service description, TikTok Kitchens will leverage a restaurant's existing kitchen and workers while providing training, food packing, and TikTok-sourced recipes.
Not entirely a venture
Although it is unclear if permanent menu items will be offered, influencers will be heavily included throughout the campaign.
Given how quickly viral content comes and goes on the platform, the menu will change quarterly to keep things interesting. According to Bloomberg, the menu will begin with the popular baked feta pasta — which was supposedly the most-searched recipe on Google in 2021 — air-fried corn strips known as corn ribs, crispy, cheese-covered pasta chips, and the smash burger.
"Creators will be receiving credit for dishes within the menu and will be featured prominently throughout [the] promotion," said TikTok spokesperson Elena Saavedra in a statement to The Verge.
"To be clear, this is a campaign to bring TikTok foods to fans, not a venture into the restaurant business," she added.
According to the press release, TikTok will also give a portion of its Kitchen profits to the creators of those recipes and other food creators on its platform, thus strengthening its community.
Those interested in trying out the so-called viral recipes will have to wait until TikTok Kitchen launches stateside in March 2022.#THE S MEDIA #Media Milenial #food #tiktok