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TikTok will be launching 300 delivery-only food outlets dubbed TikTok Kitchen by March.
Done in partnership with Virtual Dining Concepts, the outlet hopes to expand to 1,000 by December next year.
The menu, which will change quarterly, would feature some of TikTok's most viral recipes, including the baked feta pasta, smash burgers, air-fried pasta chips, and corn ribs.
Robbie Earl, the Virtual Dining Concepts co-founder, said that by tapping into the creator economy, they’re playing a part in growing the influencers' brands and helping the restaurant industry leverage the digitally native community.
He added that they are focused on working with digital-first talent by helping them create an ownable virtual dining brand.
Earl, who was one of the co-founders of the Planet Hollywood chain, noted that it's the first time there's a brand like theirs with an audience of hundreds of millions.
The TikTok Kitchen meals will be prepared in some of Earl’s restaurants, including Bertucci's and Buca di Beppo.
Virtual Dining Concepts is open to working with other restaurants that would be interested in opting into the idea.
Proceeds from TikTok Kitchen sales will support the creators who inspired the menu item and encourage and assist other creators to express themselves on the platform.
