TikTok has announced a new partnership with Virtual Dining Concepts which will see the brand delivering some of it’s most viral food trends to fans across the US. So, is this a winning concept for the Gen Z TikTok community? Let’s explore.
It’s no secret that TikTok is the ultimate online community for Gen Z. Over 60% of TikTok users are part of the Gen Z demographic, and 78% of the students we surveyed in the US say they use TikTok regularly.
For Gen Z, TikTok is a space for them to get creative and try out trends. #LearnOnTikTok, #TikTokMadeMeBuyIt and #vhstape are some of the top trends that have been sweeping the platform over the last year alone. Some of the biggest viral moments we’ve seen on TikTok are food-related, and this has triggered the next big move in TikTok’s 2022 business strategy: TikTok Kitchen.
Of course, food and drink trends and brand partnerships within this sector are nothing we haven’t seen before. From Lady Gaga’s pink and green Oreos, to McDonald’s BTS meal, and let’s not forget e.l.f cosmetics partnership with Gen Z fast food fave, Chipotle, there’s certainly a lot of creative marketing activity for this sector.
Social media stars, too, have been at the forefront of foodie trends – including TikTok star Charli D’Amelio who has an ongoing partnership with Dunkin’ Donuts, as well the infamous Mr Beast Burger, created by YouTube pro Jimmy Donaldson. So, among all the excitement, what does TikTok have to offer that’s different?
Consumer trends taking the lead
With this new initiative, which is set to launch in March 2022, TikTok is allowing the trends set by it’s predominantly Gen Z user base to take centre stage – which is a big testament to the influence that trendy young consumers have on the retail space today.
Plus, TikTok Kitchen shines a light on what’s to come for ecommerce in 2022 – because it is most certainly not slowing down. Indeed, social media platforms are switching up the job specification. Throughout the height of the pandemic and beyond, platforms like TikTok and Instagram have developed their capabilities to become a place to shop, socialize and stay entertained. Now, TikTok is taking it one step further, by adding ‘food delivery service’ to its CV. Great news for the 52% of US students who get takeout food delivered several times a month.
Having grown up in a digital era, Gen Zs already expect everything at the click of a button, could they soon be expecting to get everything they need in one place, too?
Moving with the times
As a social media platform that is inundated with Gen Z users, TikTok is fast-paced and ever growing, and the same will go for TikTok Kitchen. Not only will it supply the top viral food trends from 2020/2021, like the super tasty baked feta pasta, corn ribs, pasta chips and ‘smash burger’, the new service is also set to adapt and change it’s menu as new viral patterns emerge – creating an element of exclusivity and urgency for users who don’t want to miss out on limited-time offerings.
Plus, we all know that Gen Zs don’t just watch good content, they create it. So, will the possibility of having their recipe feature on the TikTok Kitchen menu see a surge in viral food and drink trends? Watch this space!
We’ve got big plans in store for 2022 – keep an eye out for our guide on the future of ecommerce (landing soon!) and be sure to keep tabs on our Gen Z blog throughout January for more on this topic.