With short videos being the popular focus on TikTok, food and cooking as a category has grown exponentially in recent times. Now, it seems like the social media app is looking to commercialize on this trend as well, by opening delivery only restaurants in the US.
The short video sharing platform made the announcement of entering the restaurant business earlier this month on December 17. The company is seeking to launch its takeaway based Virtual Dining Concepts that will have TikTok Kitchen locations open up in various regions in the US. This is set to start from March and will be based around the popular foods and recipes that garner millions of views on the platform.
Notably, Virtual Dining Concepts has even back celebrity and non celebrity restaurants like the MrBeast Burger. According to founder Robert Earl, around 300 TikTok restaurants are planned to open up all across the US, with more than 1,000 expected to open up sometime by the end of next year. He further adds that the success of the business could be similar to the MrBeast Burger, which saw an explosive success in the US.
Earl said that “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.” These new restaurants will also operate out of national chains that is owned by Earl, which includes Buca di Beppo and Bertucci’s.
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