TikTok launches a food delivery network based on viral recipes
TikTok, in partnership with Virtual Dining Concepts (VDC), is launching the TikTok Kitchens project, a delivery service that will release videos with the process of cooking top recipes in its account in the application. At first, about 300 outlets will open in the United States, and by the end of 2022, their number is planned to increase to 1,000.
TikTok Kitchens will operate on the basis of real restaurants, including Buca di Beppo and Bertucci’s – the chain of Robert Earl, co-founder of VDC. In fact, this is the format of a cloud kitchen, but unlike stalls at bus stops, existing restaurant kitchens will be used. VDC will provide staff training and product packaging, and TikTok will provide a platform for posting and popularizing recipes.
The first viral TikTok Kitchens videos will be videos about cooking baked feta pasta – this recipe was most often searched on Google in 2021 – as well as fried ribs with corn, macaroni chips in cheese and a “smashburger”. The menu will be updated quarterly, taking into account how quickly viral user content will be created and distributed across the platform. According to TikTok representatives, the authors of the most popular video recipes can claim part of the proceeds from the sale of dishes during the action.