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TikTok is launching a new feature that will help users easily identify places to eat in big cities. The move is indicative of a wider shift toward algorithms and AI for recommendations, rather than traditional SEO-based searches.
I’ll take the chef special with a side of doom scrolling
Feeling peckish? Unsure where to eat? Visiting a city and need somewhere to start? Rather than turning to Google, Gen Zers are increasingly relying on algorithmic feeds and AI chatbots to curate their dining choices.
Never one to miss out on lucrative social media opportunities, TikTok has officially launched ‘Must Eat,’ a new feature that creates community-powered restaurant guides based on user content, in areas around New York City, Los Angeles, and the Bay Area. It is part of ‘TikTok Go,’ an in-app tourism booking service that was rolled out earlier this year, and draws on over 40 million posts, reviews, and comments to determine which restaurants are the best for your specific needs. Sounds nifty.
According to TikTok, there are two different ‘types’ of recommendations: ‘everyday eats’ offers casual, local favourites and convenience foods, while ‘elevated dining’ gives suggestions for special occasions. Users can bookmark restaurants for later, filter by city, cuisine, price, rating, and location, and watch video content based on a specific venue. For a select few eateries, you’ll even be able to book a table on TikTok, which should serve as a nice break from all the brainrot scrolling, if only for a moment.
According to The Verge, TikTok’s US CEO Adam Presser described ‘Must Eat’ as the ‘compilation of all the conversation that’s happening on the TikTok platform across creators, restaurants, [and] individuals,’ during a launch event this week.
It’s no secret that the platform has become a lightning rod for food outlets if they get their branding right or create a viral advertising video. Local restaurants can find huge, unprecedented success in a way that wasn’t possible a decade ago, and high-quality spots can turn internet popularity into a robust strategy for long-term growth. This doesn’t happen with every food place, mind, but even a quick moment of internet fame can be a massive boost. Remember Binley Mega Chippy, anyone? The fairly unremarkable UK chip shop went hugely viral in 2022, prompting massive queues circling the streets. All for some battered cod! Thanks to TikTok, the staff say it continues to be a popular choice for locals.
Other, more niche and specialised food spots have also found a home online.
The Isle of Wight Fudge Company, for example, records the process of making fudge in their local shop, generating tons of views and engagement, so much so that the account now has over 100,000 followers. Spud Bros, a jacket potato vendor, also found huge success online. In 2024, the company reportedly accumulated 1.5 billion views per year, with enthusiasts travelling from all over the world to try their food. Bagels Inc also grew its business to five permanent staff members and credits TikTok virality for its success. These aren’t the only companies that have exploded thanks to social media, of course, but their individual successes show the range, scope, and frequency with which TikTok impacts food brands.
‘Must Eat’ is an attempt to extend TikTok’s influence on the food industry and further its discoverability features. Gen Z are already using algorithmic and AI-centric platforms to find new experiences more than ever, often ditching the traditional, SEO-based listings of Google. According to TikTok, 27 million Americans visited an independent restaurant, cafe, or shop for the first time after seeing it on the platform, generating $4.7 billion USD in spending. It makes sense to double down and offer a more streamlined version of a user experience that is already happening.
Why are Gen Z shifting away from the established search options? Compared to Google Maps, TikTok offers immediate video reviews, with a much clearer idea of the true atmosphere, vibe, and experience a place may offer. The algorithm can recognise specific interests and adapt your feed accordingly, making it a far more effective and useful tool compared to the stiff, plain interface of Google.
However, while content may be more immediate and visual on TikTok, it does also lend itself to an overreliance on influencers and promotional partnerships. We can easily fall into the trap of visiting somewhere because it superficially looks good rather than for the actual quality of the food. Marketing takes even more precedence than usual, and we also run the risk of making everything too influencer-friendly. It’s happening in other industries too, including sports and live events. If everything is built specifically to appeal to an algorithm, we could lose the potential for new, novel ideas, or experiences that aren’t ‘perfect.’
Whether ‘Must Eat’ will be a success remains to be seen, and it’s only operating in limited markets for now. Still, its launch indicates that Gen Z is changing the way we search for and find new experiences, which may upend well-established SEO and digital marketing industries.
See also:
- Gen Z is bringing medieval culture back
- Has social media killed clubbing?
- Is Gen Z bringing back the office cubicle?
