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TikTok’s Planning to Open its Own ‘TikTok Kitchen’ Chain of Delivery-Only Restaurants

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I’d like to see Instagram copy this.

In a move that I doubt many would have seen coming, TikTok is opening a new chain of delivery-only restaurants across the US, which will see the platform convert viral recipe videos from the app into themed menu items.

TikTok Kitchen promo shot

Partnering with Virtual Dining Concepts and Grubhub, TikTok’s restaurant service will update its menu quarterly, and will see TikTok-branded foods delivered to your door. 

As reported by TechCrunch:

The menu at the restaurants will draw upon the most popular viral food posts on TikTok, which people can then have delivered to their door via Grubhub. TikTok plans to launch around 300 locations that will start delivering dishes in March, with plans to open more than 1,000 restaurants by the end of next year.

The model for TikTok’s food service is essentially the same as the one that YouTube celebrity Mr. Beast recently used to launch his chain of delivery only ‘Mr. Beast Burger’ restaurants, which has since delivered over a million burgers, and is expanding into new regions.

Mr. Beast Burger website

The process involves using staff and kitchens from other, existing restaurants to handle local orders, which means lower overheads, due to not operating physical stores, and more flexibility in scale and expansion.

Virtual Dining Concepts was involved in the Mr. Beast Burger project as well, so the company’s well-versed in such an operation, and TikTok will be leaning on its expertise to stretch its branding into a whole new area. TikTok says that it will allocate half of any profits from food sales to the creators of the menu dishes.

So what can you expect to see on the TikTok Kitchen menu?

This could provide some indication – earlier this month, as part of its overview of product trends on the platform, TikTok shared this listing of the most popular foods of the year, based on video engagement.

TikTok food trends

Safe to say there’ll be a chicken sandwich on there someplace.

So why is TikTok getting into the restaurant game?

Well, it’s not, in any significant, long-term way. The TikTok Kitchen project will be more of a branding vehicle for the platform, to help generate more buzz, and tap into rising trends in food delivery. The project also aligns with TikTok’s broader eCommerce plans, in getting even more users to order and pay for things in the app.

Once you’ve established transactional behaviors, that then leads to more comfort in the same, and that could be another way for TikTok to generate more interest in in-stream shopping for other products and services.

But it does also feel like a challenge to Instagram, which essentially copies everything that TikTok does, just weeks behind.

Will Instagram also move into virtual restaurants and food orders? ‘Insta-Burger’ maybe?

It seems unlikely that IG will follow-suit in this case, but then again, maybe, if TikTok’s project works, and helps generate more hype around the app.

Who are we kidding – if it works, Instagram’s going to copy it. Prepare for a ‘Reels Risotto’ and an ‘IGBLT’ by about May or so next year.

Socialmediatoday.com

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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