On December 17, the video-sharing platform announced a partnership with Virtual Dining Concepts to launch delivery-only TikTok Kitchen locations across the US, starting in March. Food and recipe videos have become a key part of the site’s programming, with clips racking up millions of views. The company recently reported that more thanAt TikTok Kitchen, menu items are based on viral videos. Projected opening dishes include pasta chips with dip, corn ribs, and a smash burger.
“Look, you have a platform with a billion viewers monthly who are constantly engaged, as the numbers show,” said Mr Earl. “It’s the first time there’s a brand like this out there – an audience of hundreds of millions of people.”Among the restaurants that TikTok Kitchen will operate out of are national chains Mr Earl owns, including Buca di Beppo and Bertucci’s.
The menu will change quarterly to start. If a dish starts going viral, says Mr Earl, there will probably be opportunities to add it to menus. Whether such dishes as baked feta pasta remain constant offerings remains to be seen.
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