Video-sharing app TikTok launches into restoration

It was only a matter of time before TikTok Inc. got into the restaurant business.

On December 17, the video-sharing platform announced a partnership with Virtual Dining Concepts to launch delivery-only TikTok Kitchen locations across the country, starting in March. Cooking and recipe videos have become a key part of the site’s programming, with clips racking up millions of views.

Virtual Dining Concepts has successfully supported famous and non-famous restaurants, including MrBeast Burger, which has been a smash hit since its fall 2020 launch by YouTube star Jimmy Donaldson. MrBeast sold 1 million burgers in three months, and there are now 1,500 locations in the US, Canada and the UK.

Co-founder Robert Earl says around 300 TikTok restaurants are planned across the country for launch, with more than 1,000 expected by the end of 2022. He predicts success on par with MrBeast. “Look, you have a platform with a billion monthly viewers who are consistently engaged, as the numbers show,” Earl says. “It’s the first time there’s been a brand like this, an audience of hundreds of millions of people.”

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