the social network launches into catering in the United States

TikTok is about to launch a new home meal delivery service on the basis of “Food videos” the most popular. Alongside Virtual Dining Concepts and Grubhub, TikTok launches the brand “TikTok Kitchen”. This new service should see the light of day in the United States only, initially, from March 2022.

TikTok Kitchen, to ride the food delivery trend

TikTok wants to break the codes of social networks. The platform owned by Chinese ByteDance is about to launch a new delivery service home meals in the United States. As a spokesperson for the social network explains, the TikTok Kitchen brand’s mission is to “Promote the most popular food recipes by allowing their home delivery”. 300 establishments will start delivering food in March. At the end of 2022, TikTok Kitchen could have 1,000 restaurants.

Increasingly, TikTok is recognized for its strike force in the food industry. These new partnerships and the creation of the TikTok Kitchen brand, show how the social network seeks to take advantage of this trend. Obviously, the creators will be valued on TikTok Kitchen. The social network specifies that “Proceeds from TikTok Kitchen sales will be used to support the creators who inspired the menu and to encourage and help other creators express themselves on the platform, in line with TikTok’s mission to inspire creativity and bring joy to its users ”.

A campaign to extend the experience with the communities

Among the dishes that Americans will be able to find on this new platform, there are in particular baked feta pasta. This dish was an incredible success in 2021. Google even named it the most wanted dish of the year in the United States, after gaining immense popularity on TikTok. The TikTok Kitchen menu will be renewed every quarter with the new dishes that make the buzz. It is not impossible that the dishes that are the most successful on TikTok are timeless and remain available on TikTok Kitchen.

The platform specifies that it is above all a campaign aimed at extend the experience for communities, rather than a real adventure in the restaurant industry. We don’t know how long this campaign will last. On the other hand, we know that the meals will be delivered by Grubhub.

For its part, the company Virtual Dining Concepts works with several “Ghost restaurants” like MrBeast Burger, or those of Guy Fieri, Steve Harvey, Mariah Carey, Tyga and other stars … In October, Virtual Dining Concepts raised $ 20 million to finance new technologies and offer a new experience and new services for its customers.