It was just a matter of time for TikTok to expand its area of operation and this moment has arrived. Soon users will be able to order to receive at home. The platform closed a partnership with Virtual Dining Concepts in the United States, and should start a pilot to create a delivery, which will start operating in March. The test will start with 300 “TikTok Restaurants”, dark kitchens focused on recipes and foods that hit the app.
The idea is to use existing restaurant kitchens to produce dishes that are trending in the short video service. For this, even large local chains, such as Buca di Beppo and Bertucci’s, must “lend” their workers and their physical space for the production of high-end foods. TikTok Kitchens will offer training, packaging and recipes for cooks and assistants to produce meals.
Virtual Dining Concepts co-founder Robert Earl predicts success in partnering with the social network: “Look, you have a platform with a billion monthly viewers who are constantly engaged, as the numbers show.“, says Earl.”It’s the first time there’s been a brand like this out there — an audience of hundreds of millions of people.” completed.
The menu will change quarterly to begin with. If a dish starts to go viral, there is a possibility that it will be permanently added to menus. Earl also stated that prices will be “comparable to other Virtual Dining Concept brands“. A hamburger at MrBeast starts at $6.99.
Inventors of the recipes must receive a portion of the amount collected from the sales. The other part goes to the restaurant and is obviously bigger, after all, the establishment will bear all the production costs.
It’s unclear how TikTok will determine the authorship of certain viral dishes — which sometimes belong to more than one person — or what revenue it hopes to generate and distribute. Dish creator names will not be on TikTok Kitchen menus.
Success with other influencers
Virtual Dining Concepts has already had success with other influencers in past partnerships. MrBeast Burger, a “virtual kitchen” that youtuber MrBeast first launched at the end of 2020. At the time, more than a million hamburgers were sold in just three months, which made 1,500 kitchens join the service in the US , Canada and the United Kingdom. There are no plans to expand TikTok Kitchens outside of the US at this time.
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Via: Bloomberg