TikTok enters the world of food delivery

Starting next year, TikTok users will decide our menu. Or at least they will in the United States where from March 2022 the Chinese social will inaugurate a food delivery service called TikTok Kitchens. The project, launched in partnership with Virtual Dining Concepts promises to bring the app's most viral recipes directly to Americans' tables, starting with the most searched recipe on Google in 2021 in the US: the viral Baked Feta Pasta. The initial menu, which will be updated quarterly, includes corn ribs (corn on the cob cut into four parts, seasoned with spices and fried in the air fryer), salmon and rice bowl, Nature's cereal (a sort of a bowl of berries and pomegranate to which coconut water and ice are added), cheese-covered fries and burgers.

According to VDC co-founder Robert Earl's statement to Bloomberg, the delivery service will start with 300 locations, but is expected to be over 1,000 by the end of the year. TikTok Kitchens will use the kitchen and employees of existing restaurants, but will provide training, food packaging and original recipes from its app. Revenues for restaurateurs, as stated on the page where the project's operation is explained to them, should be at least $500 per day. But recipe creators will also get a little recognition:

Proceeds from TikTok Kitchen sales will go to both support the creators who inspired the menu item and to encourage and assist other creators to express themselves on the platform, in keeping with TikTok's mission to inspire creativity and bring joy to its users.

It’s interesting how the platform that is shaping the evolution of online content at its own pace can also recognize the creative rights of those who, sharing their passions, have created a successful content, perhaps without doing it professionally. The same thing was possible with the magic of Youtube a few years ago, now obsolete compared to the algorithm of TikTok and its tracking verticalized content. The concept of ghots kitchens that produce dishes inspired by trends is destined to be a success and to bring great turnout in restaurants because the products proposed have already been loved by the community, so Tik Tok goes without a doubt. Who knows if and when TikTok Kitchens will be available in Italy? It would be really curious to be able to taste the Croccantella of Diletta Secco or other gourmet mouthfuls and see how the reproduction of an often amateur recipe is conveyed in terms of catering.