After venturing into E-Commerce, TikTok Now Competes with GoFood – GrabFood

                                                        Photo by Alexander Shatov on Unsplash

TikTok partnered with Virtual Dining Concepts (VDC) to launch TikTok Kitchens. This Chinese technology company also provides food delivery services such as GoFood and GrabFood.

Bytedance's subsidiary and VDC will reportedly open about 300 stores in the United States. It will then expand to about 1,000 locations by the end of 2022.

TikTok Kitchens will operate from existing restaurants, including chains owned by VDC co-founder Robert Earl, such as Buca in Beppo and Bertucci's. It's basically a cloud kitchen or ghost kitchen.

Cloud kitchen is a restaurant concept based on cloud computing technology. Users can only order food and drinks online, so can't eat on the spot.

In the VDC's description of the service, TikTok Kitchens will use existing kitchens and restaurant employees. However, it will provide training, different food packaging, and recipes.

The menu will be changed every three months, as food and drink are made on trend. Bloomberg reported that the menu was originally a viral roasted feta pasta.

The roasted pasta feta will consist of fried corn pieces known as corn ribs, crispy cheese-coated pasta chips, and crushed burgers. The creator who inspired this recipe will receive a portion of the proceeds from the sale.

"Creators will receive credit for dishes on the menu and will be prominently featured during promotions," TikTok spokeswoman Elena Saavedra said in a statement.

"To be clear, this is a campaign to bring TikTok food to fans, not an effort into the restaurant business," he said.

Previously, TikTok penetrated e-commerce services since 2019 through the TikTok Shop feature in the application. Influencers can direct followers to a sponsor's account. While prospective consumers can click on the link on the profile, then directed to the online store.

Last year, ByteDance collaborated with Canadian e-commerce company Shopify. Millions of sellers on Shopify can promote their wares on the TikTok platform.

TikTok is also partnering with retail trading network Company Walmart to improve its advertising strategy. Walmart is leveraging TikTok's online shopping feature to target young consumers.

ByteDance also targets the e-commerce market in Southeast Asia. In Indonesia, TikTok opens job openings for business and operational positions. "Such as category lead positions, logistics, and business development," as quoted from Tech In Asia, in February (22/2).

Currently, TikTok is looking for a workforce for technology development positions such as software engineer and data engineer in Singapore.

TikTok also created an educational website about online sales called 'TikTok Shop Seller University'. This is the first step in the trial of online shopping features in the application for Indonesian users.

Last month, TikTok parent ByteDance launched a seller-only app called TikTok Seller. ByteDance developed the app in Singapore. "The app was launched last week when ByteDance founder Zhang Yiming visited the country," three sources told the South China Morning Post.

Merchants can manage digital stores to sell on TikTok's short video platform through the app. There are several features available, such as seller registration, product management, order management, refunds, promotion management, customer service, data analysis to seller education.

"Through the app, brands on TikTok can get creative outlets to connect authentically with audiences," a tiktok representative said.

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