A few days ago, Tiktok announced that in order to turn “online short video food” into the “offline food” that can reach consumers, it will launch a virtual restaurant takeaway service “TikTok Kitchen” in the United States, and the popular foods on the monopoly platform will be launched.

The project will be officially launched in March next year and will be extended to 300 restaurants within one year. According to the cooperationists, their purpose is to create more than a thousand stores at the end of next year, forming a complete process from the service links such as catering brands to build operations, vegetable production, and distribution. The profits of the takeaway platform are divided into creators of the relevant cooking recipes to promote the promotion of the platform.

What does TIKTOK KITCHEN sell?

According to TIKTOK, the launch of a virtual restaurant takeaway business is to bring online celebrity food to followers to increase the popularity of brand and platform content creators, rather than “adventure to enter the catering industry.”

Therefore, Tiktok does not open an offline physical restaurant. It has signed a cooperation agreement with Virtual Dining Concepts and will attract them with them to complete this project of “Bring Influencer food to your door”.

Consumers can place orders through the takeaway platform GRUBHUB. The menu provides TIKTOK popular food. Tentatively scooped goat cheese tomato pasta, spaghetti crispy slices, roasted corn and so on. The menu will be replaced every quarter according to the popular trend.

On the current first TIKTOK kitchen menu, including roasted goat cheese Italian noodles, crushing hamburgers, corn pork ribs, and Italian noodles, this year’s very popular Internet celebrities in North America. Among them, many dishes such as “grilled cheese pasta” have also appeared on the best food rankings of Google 2021.

On the official news page, TIKTOK said that the participating physical restaurants will create a virtual online restaurant brand independent of the original offline restaurant.

In addition, these restaurants can only make recipes provided by Tiktok. These recipes are the most popular menu in Tiktok’s current short video. These Internet celebrity videos have naturally provided the popularity and publicity effects for cooperative restaurants. It can be said that this project closely linked online videos with the offline real economy.

Take a closer look at the business philosophy of the project partner Virtual Dining Concepts.

Founded in 2018, this company helps catering stores to set up a sub -brand that only takeaway, and is good at finding stars and influencers to create catering brands to increase traffic effects.

From the perspective of Virtual Dining Concepts, doing so can help many restaurants use existing chefs and kitchen resources to “earn out” at non -dining time, so that these merchants can make money as two stores in one store. In the case of decreased eating in the hall, some expenses are reduced, and even the form of takeaway in the virtual restaurant is finally profitable.

For example, MRBEAST and VDC made a burger brand called MRBeast Burger. Maria Kelly made a baked biscuit brand. The restaurant can apply for a partner of VDC and sell these meals in your own shop.

The concept of VDC is the problem of helping restaurants solve the efficiency of meals and the use of kitchen use. During the epidemic, with the rise of the trend of the takeaway, VDC also received a round investment of $ 20 million in October.

In fact, it is not only Tiktok, and Chinese Douyin is also performing similar layouts.

Obviously, net food takeaway has become a new outlet that cannot be ignored.

However, compared to the store business, users have obviously have a high demand for takeaway.

It is not difficult to see that byte beating has not given up the attempts in the life service track, and whether it provides drainage for third -party platforms or participating in the actual takeaway business, the reason is obviously not just followercy The huge potential of the takeaway market.

This also means that if TIKTOK’s net recipe restaurant can be successful, it may provide a better and feasible idea for the takeaway business

In fact, the strong traffic influence of social platforms has prompted many restaurants to start researching the platform online, and some of them have benefited from it. At the end of last year, the chain fast food restaurant ARBY harvested 200,000 followers in the first video marketing activity of the TIKTOK platform.

The charm of net cuisine has made many netizens curious and looking forward to Tiktok’s kitchen. A Italian netizen commented in the news: “Who knows whether the Tiktok’s kitchen and when will it be launched in Italy? It is really interesting to taste these delicious foods.”

But at present, Tiktok’s kitchen is only regarded as a marketing method for followers and platform creators. It is still unknown whether it can be operated for a long time in the future.