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TikTok prank by infl uencer duo Chuck and Joe outraged restaurant owners. Resto PH, an association of Philippine restaurant owners and employees condemned the duo’s prank of fi lling jars with a Japanese restaurant’s togarashi powder and walking out the door. The association released a statement saying: “These malicious videos set a negative example and will have an adverse eff ect on thousands of people who rely on the food and beverage industry for their security.” With lockdown causing many restaurants to close and leaving many struggling to stay afl oat, a prank encouraging others to steal from businesses having a hard time is in poor taste. So how can the foodservice businesses capitalize on the popularity of TikTok? According to a survey by US marketing agency
MGH in 2021, 36% of TikTok users visited restaurants after viewing videos on the app that featured the businesses. TikTok creators surveyed were more likely than users to try restaurants they saw on the app with 65% saying they will visit or order from a restaurant after seeing a video about it on TikTok. Large restaurant chains have harnessed
the infl uence of TikTok. Dancer and TikTok celebrity Charli D’Amelio gave Dunkin 294 million free video impressions expressing her love for the brand. Dunkin’ created a cold brew tap after her, seeing a 20% sales boost
36% of TikTok users visited
restaurants after viewing videos on the app that featured the businesses
on cold brews on the day of its debut and a 45% surge the day after. A McDonald’s viral Travis Scott meal inspired a TikTok trend, with people playing the rapper’s song to order the meal at the drive-thru. Chipotle off ered pre-built meals by infl uencers such as David Dobrik, seeing success with viral TikTok hashtag challenges. Operators who want success will need to
learn to “lean into” these type of videos rather than immediately delete or demanding they be removed if the videos are done in a safe and appropriate manner," says Koehler. However not all restaurateurs see its
merits. Gaggan Anand, chef at progressive Indian restaurant Gaggan in Bangkok, Thailand, who has long been using only emojis on his menu, refuses to join the TikTok bandwagon. When asked why, he says: “It’s just too much for me.” He’s happy connecting with his 236,000 followers on Instagram. The TikTok app has a lot of good things
going for it. It is giving a voice to those without culinary degrees or celebrity chef status. There remains much untapped potential in this platform for the foodservice industry – from working with infl uencers to creating engaging short-form video content. As the TikTok feta phenomenon has
Not a TikTok fan: Gaggan Anand chef at modern Indian restaurant Gaggan in Bangkok
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shown, it can boost sales of food products around the world. While this platform has successfully captured the attention of mostly Millennials, and younger, in the past 20 months, the question is how long TikTok can sustain engagement of a group of people reputed to have a short attention span.
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