It will be available on delivery apps such as Grubhub. TikTok Kitchen will be the latest entry in that vein.Įarl anticipates having it in about 300 restaurants across the country on opening day, and eventually 2,000 in the United States and Canada. Winter Park-based Tijuana Flats recently launched its own Smack Wings virtual restaurant.Įarl's Orlando company, Virtual Dining Concepts, has several virtual restaurants including NASCAR Refuel and MrBeast Burger where the food is prepared at Earl's restaurants such as Buca di Beppo or at eateries owned by others. "How do we have something that keeps your interest and is ever-changing? And how do we have a brand that even though it doesn't have any what we call brick-and-mortar physical buildings, that you feel attached to it?"Įarl isn't alone in creating new virtual restaurants even as people are starting to eat out more again after opting to stay home for much of the pandemic. outstanding questions about the longevity of virtual," Earl said in an interview. TikTok has more than a billion users globally. Earl said the intent is to switch out menu items based on new trends from the app.Įarl said TikTok Kitchen solves the problem of how to market virtual restaurants.
Virtual restaurants offer menus that existing restaurants can add with different names on delivery apps such as Uber Eats without the expense of additional physical space for a new business.Įxpected to launch in March, TikTok Kitchen's menu will be based on viral food from TikTok, including baked feta pasta and Korean hot dogs.
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