TikTok Introduces 'Must Eat' to Compete with Dining Apps

New Restaurant Discovery Feature

TikTok is stepping into the food scene with the launch of its in-app restaurant guide, called Must Eat. This innovative feature aims to challenge established platforms such as Yelp and Google Maps by providing users with curated dining suggestions directly within the app.

Leveraging User-Generated Content

Announced on Wednesday, Must Eat is built on a foundation of over 40 million posts, reviews, and discussions about various dining experiences shared by users on the platform. This new section compiles videos and feedback about popular local eateries, creating a dynamic restaurant recommendation guide.

Adam Presser, TikTok’s US CEO, highlighted at the launch event that Must Eat embodies “the compilation of all of the conversation happening on the TikTok platform across creators, restaurateurs, and individuals.” For New Yorkers, the guide features notable spots like Golden Diner, known for its viral pancakes, as well as in-demand locations such as Semma and Via Carota.

How Must Eat Works

Must Eat offers two main category tabs: “everyday eats” and “elevated dining.” Users can effortlessly sort through options based on ratings, distance, cuisine type, and current operating hours. Each restaurant listing connects to related TikTok videos, allowing diners to engage with vibrant content related to their food choices.

Additionally, users can bookmark their favorite eateries for future reference. Currently, this feature is rolling out in select areas including New York City, Los Angeles, and the Bay Area. A notable aspect of Must Eat is that restaurants cannot pay for preferential placement in the listings, ensuring genuine recommendations.

Building on Previous Features

This isn't TikTok's first venture into the dining experience. Earlier this year, the platform launched TikTok Go, enabling users to book hotels and attractions with links to videos from content creators. Must Eat serves as an expanded function of this initiative, encouraging users to transition from watching food content to visiting these eateries in person.

The Impact of TikTok on Dining Trends

TikTok's influence on dining cannot be understated. Many content creators have emerged as the new wave of food critics, utilizing their platforms to highlight unique dining experiences. The engaging nature of food videos has even led restaurants to modify their menus to cater to visual appeal, introducing elements like dramatic cheese pulls and artistic presentations.

According to TikTok, last year, an impressive 27 million diners in the U.S. chose to visit a restaurant, café, or shop they had discovered through the app. As the platform continues to innovate in the dining space, Must Eat signals a significant shift in how users will explore local food options through social media.