The news: TikTok launched Must Eat, an in-app restaurant recommendations guide, as an expansion to TikTok GO. The feature is based on 40 million reviews, videos, and comments on dining out featured within the platform, per a press release.

• Users can search for nearby restaurants on a map, leave reviews, bookmark listings, and make reservations at select restaurants in-app via OpenTable.
• Restaurants can be filtered by rating, types of cuisine, distance, and whether the location is currently open.

Must Eat is available in New York City, Los Angeles, and the San Francisco Bay area for now.

The bigger picture: TikTok is ramping up competition with Yelp, Tripadvisor, Google, and even ChatGPT to be a one-stop destination for shopping, travel, food, reviews, and recommendations.

• In early October, it rolled out two new shopping tools, Buy Direct and Shopping Assistant, to boost sales and answer product questions on the platform, even if those products aren’t sold on TikTok Shop.
• In August, Bloomberg reported that TikTok was looking to add payment services to its app in the US.
• In May, the short-form video giant launched TikTok GO, giving users the ability to book trips and experiences in-app.

TikTok’s breakneck speed of feature releases puts the platform on the road to super-app status as its utility grows and as other companies, including Whatnot and Reddit, try to break into its space.

Recommendations for marketers: Just 31% of US small business owners have an active presence on TikTok, per BrightLocal, leaving two-thirds virtually invisible on the platform. Restaurants should expand that reach within TikTok Must Eat by actively posting on the site and encouraging creators to share video reviews by offering discounts and other incentives.

While TikTok doesn’t allow restaurants to pay for placements within Must Eat, dining locations should consider creator partnerships as another entry point. But proceed with caution—viral moments can overwhelm unprepared restaurant staff.

Thoroughly vet creators to ensure follower counts are substantial and audiences align with the customer base. Considering Gen Z’s massive presence on TikTok, the platform presents a growing opportunity as that generation ages.

Closely monitor comments to stay engaged with consumers. TikTok’s newly released interactive comments encourage conversations, and users may be more likely to visit or recommend a restaurant with a responsive staff.

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