The TikTok Kitchen menu will be based on the app’s most viral food trends, including baked feta pasta, which was ranked the most-searched dish of 2021 by Google. Also planned for the opening menu are pasta chips — cooked pasta shapes that are cheese coated and air-fried — as well as a smash burger and corn ribs made from peeling off sections of corn and coating them with spices and Parmesan. Earl says prices will be “comparable to other Virtual Dining Concept brands.
The menu will change quarterly to start. If a dish starts going viral, says Earl, there will probably be opportunities to add it to menus. Whether such dishes as the baked feta pasta remain constant offerings remains to be seen.Article content In a release, TikTok said it would devote its profits from the restaurants to the creators of the menu dishes and to support promising culinary talents on the platform. “I’m doing it as a business, TikTok are doing it for development of that category. It’s an investment in their business,” says Earl.
It isn’t clear how TikTok will determine the authorship of certain viral dishes — which sometimes belong to more than one person — or what revenue it expects to generate and distribute. The names of the dish creators will not be on the TikTok Kitchen menus, and the company did not respond to requests for comment.
In the meantime, Earl says MrBeast is planning to do something unusual in the world of virtual restaurants: Open a brick-and-mortar spot. The location has not yet been announced.