TikToks Delivered To Your Door
Exciting developments for the hospitality market. Social Media platform, Tiktok has released plans to enter the out-of-home market via a delivery-only concept in the United States.
With the exponential growth of the video-trending platform, we are not surprised at this news. In December TikTok announced that they would be partnering with Virtual Dining Concepts and Grubhub to launch the new concept.
TikTok launched internationally in 2017, however, due to the pandemic and consumers’ increased time spent on digital devices, the platform’s usage accelerated by a whopping 457% in 2020. With cooking and recipes being identified as one of the platform’s largest video trends, it is no surprise that this format took off – with minimal ingredients, easy-to-make skillset and has the appeal for all ages, it really is food made easy. It wasn’t long before the likes of Baked Feta Pasta (the most searched dish on Google in 2021), TikTok Wrap and Pesto Eggs amongst others, were recreated time and again in households throughout the world.
The new TikTok Kitchen Service will allow customers to turn viral food concepts into meals that they can enjoy at home. The menus will be led by viral recipes and updated regularly to reflect the ever-changing viral content on the platform.
“This is so exciting and a real insight into where the future of the hospitality industry is headed. Although launching this year in the USA, it won’t be long before we are seeing this form of concept here in the UK. Post pandemic, we are witnessing consumers gravitate towards concepts that are different with a nod to what they already know. This perfectly combines the two – a social platform delivery concept with recipes and ingredients that consumers are familiar with - no doubt this will be very popular with Millennials right through to Gen Alphas!”
