TikTok’s Ghost kitchens and other bizarre campaigns

When I heard that TikTok wanted to open ghost kitchens back in December, my reaction to the whole thing was... 🤔

Why?? Why is a very successful social media platform investing in subdivisions of the company that don't have any relation to their brand's main purpose?

I want to give the benefit of the doubt to the Global Head of Marketing who probably thought that this strategy would help all the creators even more, by taking the food trends even further and delivering a creator "dish."

Even if it meant distancing the original creator from the dish, prepared by a third-party kitchen 👀.

BUT, the whole reason food trends are viral on Tik Tok is because of the viewers!

We want to try new things, cook at home, learn new cooking techniques, or learn about cultures, cooking hacks, etc.

The reasons are multiple and not comparable to having a dish delivered to your house made by a ghost kitchen company.

Was it exciting? Maybe for the creators who were happy to have the exposure and maybe get a percentage from the sales - but it seems that this whole thing was thought to help the creators and not the main customer, millions of people who scroll every day, looking for inspiration, before opening the delivery app.

#marketing #socialmedia #ghostkitchen