Robert Earl is betting massive on TikTok for his subsequent digital enterprise

Robert Earl combines two of the biggest trends – TikTok and virtual restaurants – for his newest project, TikTok Kitchen, announced Virtual Dining Concepts on Friday.

“I think after a year or two of learning and having fabulous success with MrBeast we will understand the important questions of how to stay interesting to the consumer, how to keep changing, how to maintain awareness and TikTok as a platform answers all of these Ask that, ”said Earl Nation’s Restaurant News.

This collaboration follows the record breaking virtual brand MrBeast Burgers, which Virtual Dining Concepts launched in February 2021 with YouTuber MrBeast and which opened 300 kitchens across the country overnight. The burgers were sold out almost immediately due to MrBeast’s 54 million YouTube subscribers, and the app immediately shot to number 1 in the App Store.

Since then, Virtual Dining Concepts has tried to emulate this enthusiasm.

With TikTok Kitchen, Earl and Virtual Dining Concepts (which he co-founded) will partner with TikTok stars who are going viral for food-related content so that TikTokers’ recipes exist on a real menu.

TikTok, a social media app with over 1 billion users, gives developers a space to post recipes, food hacks, and more.

Think of the baked feta or whipped coffee viral trend that hit the internet at the beginning of the pandemic. That’s what Earl is aiming for with this, but on a menu rather than on the menu of consumers trying to make these things themselves at home.

The TikTok stars will be “partners” with the company, but Earl didn’t want to reveal how the revenue will be split.

Internet trends usually go away as quickly as they appear, but Earl has a solution: a constantly changing menu.

TikTok Kitchen’s menu will change quarterly based on trends, but some items will be mainstays on the menu.

“Of course, if there are certain dishes, be it the baked feta or the smash burger … that just keep selling, then we’ll just build up the repertoire and still keep some of the oldies, but goodies, like everyone loves the whipped Coffee and the whipped lemonade, ”Earl said.

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