It has become a platform that hosts all kinds of content for the enjoyment of its millions of users worldwide. But, beyond the dances and viral challenges, content related to cooking is also very popular on the platform, accumulating millions and millions of views.
If you have ever seen how they prepare a dish that you wanted and you have tried to prepare it, you will no longer have the need for it, because from March 2022, you will be able to order it and taste it at home (at least, if you live in the USA ) thanks to TikTok Kitchenthe new food delivery service based on the most viral recipes seen on the platform of Chinese origin.
From TikTok to your house
In order to give free rein to this interesting project, TikTok has partnered with Virtual Dining Concepts and GrubHub.. The first is dedicated to providing help to restaurants with regard to delivery service. While the second is one of the most famous food delivery applications in the United States and is part of the Just Eat group.
Virtual Dining Concepts has collaborated in the past with personalities such as the MrBeast, famous for having made his own version of El Juego Del Calamar, and having sold more than 1 million MrBeast Burger hamburgers since starting his own chain of restaurants (in the style of McDonald’s either Burger King) which already has around 1,500 stores in the United States, Canada and . Likewise, other notable figures such as the singer Mariah Carey or the rapper Tyga, have counted on this company to promote home delivery services in their restaurants.
For its part, in the case of GrubHub, in 2020 the company achieved gross sales of 7.9 billion euros, managing to process more than 745,000 daily orders and having more than 32 million active diners in the app.
How TikTok Kitchen will work
TikTok will not be the one to choose the dishes that will be present on the TikTok Kitchen menu. The platform it will let the users themselves choose which recipes they want to see in said menu to order them later, as advanced by Bloomberg.
The platform plans to launch nearly 300 locations in the United States that will begin to deliver orders starting next March, while there are already plans to open more than 1,000 physical restaurants on US soil by the end of 2022. This was announced Robert Earl, co-founder of Virtual Dinings Concept, giving as an example the success of MrBeast with its MrBeast Burgers. “Look, you have a platform with a billion monthly viewers who are constantly engaged, as the numbers show”Earl says. “It is the first time that there is a brand like this: an audience of hundreds of millions of people.”
Some of the most viral recipes of 2021 on TikTok
In TikTok, creativity is the order of the day and when it comes to gastronomy, it is no exception. Many of the recipes published on the platform have become so popular that some have even ended up among the most searched on Google. For this reason, the TikTok Kitchen menu will be updated quarterly. If a dish goes viral, it is likely that a space will open up on the menu to offer it to users, Robert Earl himself told Bloomberg.
In addition, TikTok indicated to the portal that “profits from sales of TikTok Kitchen Both will go towards supporting the creators who inspired the menu item and to encourage and help other creators express themselves on the platform in keeping with TikTok’s mission to inspire creativity and bring joy to its users.”
Among the most viral TikTok recipes that will be offered in TikTok Kitchen are:
- Feta paste (baked pasta with feta cheese) (the most famous recipe on TikTok and the most searched dish on Google in 2021)
- Ratatouille by
- Fried cheese by
- egg domain by
- super large cheeseburger by
For now, it is not clear how the original authorship of some dishes that go viral will be determined, since there are many people who prepare the same dish and share it with their followers on the Asian platform. Nor is it known what the expected income for this new line of business will be.
For now, this service will initially be launched in the United States; therefore, it is unknown if it will later be implemented in Spain and other parts of the world.
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