TikTok embarks on food service with viral recipes

Last February, a feta pasta recipe that went viral on TikTok caused a shortage of this Greek cheese in the city of Charlotte, United States. This must have given ideas to the social network, which announced on December 17 that it would embark on food delivery in the United States starting in March 2022, thanks to a partnership with Virtual Dining Concepts. Dubbed TikTok Kitchen, it will deliver meals based on the app’s most popular recipes.

Virtual Dining Concepts is a service that helps restaurateurs and celebrities launch their home delivery brands, providing them with a complete “virtual kitchen” and logistics solution. The company is primarily at the origin of MrBeast Burger, the brand of the American YouTubeur MrBeast, and of Mariah’s Cookies, launched by Mariah Carey.

One thousand delivery points by the end of 2022

TikTok plans around 300 virtual kitchens at launch, and more than 1000 by the end of 2022. The menu will be developed from the most popular recipes on the social network: pasta with feta cheese, of course, which came in first place. the most wanted. recipes on Google in 2021, oil-free fryer pasta chips, smash burgers (hamburgers in which the steak is flattened before cooking) and spicy grilled corn strips (“corn ribs”). It will be renewed every quarter.

TikTok, which has more than 1 billion monthly users worldwide, in 2021 took the lead among the domain names that received the most traffic in 2021 according to Cloudflare, demoting Google to the second position.

The recipe creators are expected to receive a portion of the proceeds from TikTok Kitchen. Copyright battles in perspective …

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