TikTok
TikTok has rolled out Must Eat, a restaurant guide inside the app covering several U.S. regions. Users can browse by city and filter by cuisine, price, score and location. Each restaurant page shows neighborhood details, price ranges and related TikTok videos. Some venues can be booked directly through OpenTable, and spots can be saved to existing TikTok collections. The feature extends the local feed TikTok introduced in February.
TikTok says 27 million Americans visited an independent restaurant, cafe or shop for the first time last year after finding it on the platform. The company also points to Douyin, its Chinese counterpart, which moved from a restaurant guide into in-app food ordering, suggesting TikTok may push further into local commerce.
For sports teams, this signals that location-based, food-focused content is getting more visibility on TikTok. Clubs can create matchday food content featuring stadium concessions, hospitality areas and nearby bars or restaurant partners, helping fans plan game days. Sponsorship teams can pitch local food and drink partners co-branded videos tied to home fixtures, while athletes can share favorite spots in their city to build authentic local connections.
