Video-sharing platform TikTok is reportedly set to mark its debut in the restaurant business in the US from March next year, in collaboration with Virtual Dining Concepts (VDC).
Bloomberg reported that the orders will be delivered from delivery-only TikTok Kitchen locations across the country.
Based in Orlando, Florida, VDC offers restaurant owners an all in one solution to provide ‘delivery-only restaurant concept’ in their existing kitchen operations.
VDC co-founder Robert Earl stated that for this launch, nearly 300 TikTok restaurants are being planned across the country, and over 1,000 restaurants are anticipated by the end of next year.
Earl said that the decision regarding the TikTok Kitchen menu will be driven by the app’s most viral food trends.
The menu could feature baked feta pasta, pasta chips, smash burger and corn ribs.
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Earl was quoted by Bloomberg as saying: “I’m doing it as a business, TikTok are doing it for development of that category. It’s an investment in their business.”
The menu is expected to change every quarter, and new additions are expected, if any dish goes viral on the video-sharing platform.
In a release, TikTok noted that it would support the culinary talents on the platform by giving profits from the restaurants to creators of the menu dishes.
However, details on how the platform will decide the authorship of certain viral dishes, which in some cases include contributions from multiple people, have not been divulged.
Additionally, the names of the creators of the dish will not be displayed on the TikTok Kitchen menus.
In another US development, FAT Brands concluded the previous announced acquisition of Native Grill & Wings from Wingtime, a unit of Cybeck Capital Partners.
The $20m deal was announced last month.
In a separate development, Aramark agreed to purchase Wilson Vale, a UK-based independent foodservice company.
The acquired entity will join Aramark UK, which is a part of the Aramark Northern Europe business.