Movie platform TikTok has signed an agreement with meal supplier Grubhub to expand ‘viral meals’ at home in the US.
The service will be called ‘TikTok Kitchen’ and will be launched from March next year. It concerns a series of restaurants that only deliver to home, and for the menu, the service will be based on popular videos on TikTok.
For example, think of pasta with fried feta or the ‘smash burger’, meals and recipes that were discussed in particularly viral videos.
First, 300 restaurants in the United States would open under the brand, which could be increased to a thousand later. For the ‘TikTok Kitchen’, the social network works together with delivery service Grubhub and Virtual Dining Concepts, a kind of marketing agency that develops virtual brands for restaurants.
TikTok says the creators of the recipes, the people behind the original videos, will be prominent in the marketing of the meals themselves.
