Three examples of good practices

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Donuts are a fun food in and of themselves. It’s no surprise that their sweet treats regularly go viral on TikTok — and so does Dunkin’ (formerly known as Dunkin’ Donuts ). Plus, the brand is known for having the “ friendliest fandom ” on the internet. Not only does Dunkin’ work with big influencers, they make them part of their brand. As Charli D’amelio ( @charlidamelio ) grew her following, Dunkin’ products organically appeared in her videos. After these millions of free impressions, the brand invited her to become a brand ambassador.

Dunkin' isn't just working with the superstar influencer, though. For a major US TV ad, they tapped a TikTok duo to ask users to join their casting call-style challenge ( #dunkincastingcall ). The hashtag now has 9.1 million views and promises many to become the next Charli.

2. Doritos
The brand’s profile relies on both big influencers and broader user-generated content. That’s why turning its employees into brand mascots has worked for Doritos. To do so, the snack brand isn’t above offering branded TikTok filters. For example, “flaming hot” features AR flames coming out of the user’s mouth, or “StackSTAX” has users moving their heads to “stack” Doritos.

Another strategy is to convey a strong sense of behind-the-scenes through self-deprecating and self-referential videos that stand out alongside the serialized content they publish for product launches.

3. Chipotle
The American fast food chain in the US, UK, Canada, Germany and France plays in the top leagues of chief vice president marketing officer email database TikTok. They perfectly target their campaigns to the Gen Z audience, while already 50% of their customers are zoomers. Their success on the app comes through their brand challenges like the first #ChipotleLidFlip . These are further promoted through collaborations with Gen Z creators, such as David Dobrik ( @DavidDobrik ). As for any brand ambassador, the collaboration created an extra layer of authenticity.

Additionally, Chipotle has partnered with Roblox, a metaverse that Gen Z loves. The restaurant created an in-game experience where players could be employees of a virtual Chipotle. The first 100,000 people who played the mini-game were offered a free burrito, which is an interesting way to combine online and offline promotions.

TikTok's viral food trends delivered to your home?
In December 2021, TikTok announced that it would be partnering with Virtual Dining Concepts to launch delivery-only TikTok Kitchen locations across the United States. The menu will consist of the app’s most viral food trends, such as the aforementioned baked feta, pasta fries, or smashed burger and corn ribs, and will be updated quarterly each year.

TikTok food
Photo by Virtual Dining Concepts/TikTok, via Bloomberg

According to TikTok's statement, restaurant profits will be dedicated to the creators of the menu items and used to support up-and-coming culinary talent on the platform. It's not yet clear how TikTok will determine authorship or what revenue it hopes to generate and distribute.