TikTok Launches ‘Must Eat’ Feature

A new in-app feature from TikTok aims to support restaurants and foodie businesses, using testimonials and user visits to make local recommendations. The aim is for TikTok to become an invaluable discovery tool for users, introducing them to the restaurants closest to them based on location, cuisine, and previous diner reviews.

But for those who already use TikTok for local discovery and research… what’s new?

How TikTok is Improving Food Discovery

The launch of the ‘Must Eat’ feature on TikTok not only pools reviews and testimonials with information on a restaurant’s menu and diner experience, but it even connects diners with the booking system for some eateries.

Users can also “favourite” restaurants and add them to a list, compiling their own ‘Must Eat’ collection for future reference. This all forms part of a local feed, that allows users to explore and interact with the content of creators, businesses and locations that are close to them.

Not only does this innovation support the businesses themselves, ensuring they can be discovered and researched with ease by local diners, but it increases the value of TikTok for users themselves. From creator recommendations to business reputations, integrations like the ‘Must Eat’ list increase views and user engagement, and ensure TikTok is an important platform for discovery.

Where will your TikTok algorithm take you next?