Video-sharing platform TikTok will break into the virtual restaurant business this year, it has emerged.
The firm has announced a partnership with US-based Virtual Dining Concepts to launch delivery-only ‘TikTok Kitchen’ locations from March.
Food and recipe videos have become an important aspect of the site’s content and it regards the alliance with VDC as a logical next step.
The tie-up will initially focus on the US market, with VDM co-founder Robert Earl telling Bloomberg that 300 TikTok restaurants are planned for the launch, with more than 1,000 expected by the end of 2022.
“Look, you have a platform with a billion viewers monthly who are constantly engaged, as the numbers show. It’s the first time there’s a brand like this out there – an audience of hundreds of millions of people,” he said.
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.
Bloomberg said TikTok Kitchens will operate out of existing restaurants, including chains owned Mr Earl, such as Buca di Beppo and Bertucci’s.
VDC said the concept could be used by restaurateurs to increase profits by utilising their existing equipment and staff to operate this delivery-only brand.
As TikTok Kitchen will be available online only, it does not affect their restaurant’s in-person dining and pick-up options.