Postmates Delivers TikTok Dishes to Your Home
US delivery service Postmates is capitalising on the many popular TikTok food trends that have taken off during lockdown by partnering with a roster of LA restaurants to deliver these dishes directly to fans’ homes.
Items available via TikTok Treats include dalgona #whippedcoffee (2.2 billion views) in regular and pumpkin-spice varieties, prepared by coffee shop Coffee n’ Clothes; regular, red velvet or buttermilk #pancakecereal (1.6 billion views) from dessert bar BSweet; rainbow #cloudbread cupcakes (3 billion views) from Dialog Café; and spicy tuna, salmon or truffle avocado #bentoboxes (275 million views) from poke restaurant Sweetfin. Limited numbers of each item will be available each day until the end of November, and are priced between $7-20 each.
According to Julia Errens, Stylus’ editor of Pop Culture & Media, although Postmates calls this a “creator-led menu”, TikTok Treats mainly capitalises on meme culture, with none of the dishes on the menu directly attributable to a single creator. “A partnership between a standout culinary creator and a food delivery service’s network of ghost kitchens for a restaurant experience that exists entirely in the cloud should be the next stage of online foodie culture,” she said.
For more on how consumers have been using social media to supplement their culinary endeavours during the pandemic, read Content for the Culinary Insperience and The New Kitchen Warriors. For a deeper dive into how food delivery has exploded during 2020, read Covid-19: The Dining Industry Pivots.