TikTok Partners With Virtual Dining Concepts For Delivery-Only Kitchens

Source: TikTok

TikTok is partnering with Virtual Dining Concepts (VDC) to launch over 300 delivery-only kitchens in the U.S. TikTok Kitchens will operate out of existing restaurants, including Buca Di Beppo and Bertucci’s, which are owned by VDC co-founder, Robert Earl.

Menu items will be inspired by TikTok viral recipes such as baked feta pasta, smash burgers, and corn ribs. To mirror current trends, the menu will be updated each quarter with new dishes that have gone viral on the platform.

A portion of the proceeds from TikTok Kitchens will go towards the creators who inspired the recipes and encourage and assist other creators in expressing themselves on the platform further.

TikTok's venture into the restaurant sector makes sense, given that food and cooking content are among its most popular categories.

TikTok is following in the footsteps of popular YouTuber Mr. Beast, who, along with VDC, has opened Mr. Beast Burger restaurants across the country.

Unlike Mr. Beast, this doesn’t seem to be a revenue play. The revenue generated from these kitchens will likely be a fraction of what TikTok generates from its advertising business. It really feels more like TikTok is expanding its brand into IRL experiences and showcasing its impact on culture and our daily lives beyond its app.

Despite a lack of details about which creators will be rewarded and how much they will receive, this is also a way for TikTok to further bolster its ties with creators by providing them with a revenue stream.

TikTok has been one of the biggest champions of creators and that doesn't seem to be changing anytime soon, as creators are increasingly becoming the centerpiece for companies to connect with consumers.

If TikTok Kitchens is a success, it gives TikTok the playground to bring other app trends to life. As an example, #TikTokMadeMeBuy could be brought to life by launching pop-ups across the country that sell popular products featured in the trend and, similarly, reward creators who are fueling the trends.