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08/25/2021

Restaurants & TikTok: RTN's Angela Diffly Featured in Forbes

Angela Diffly, co-founder of Restaurant Technology Network, has been added to Forbes Business Council, where she is contributing articles and insights about restaurant technology.
Michal Christine Escobar
Senior Editor (Hotels)
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Angela Diffly, co-founder of Restaurant Technology Network, has been added to Forbes Business Council, where she is contributing articles and insights about restaurant technology. In her recent post, How Restaurants Can Use Technology and TikTok to Overcome Current Challenges, we learn about the influence TikTok has over highly coveted millennials + Gen Z (Genzennial) audiences and how restaurants are tapping TikTok to show off technology solutions that appeal to that target demographic.

Here are some highlights:

Safety: Restaurants are using contactless technologies -- such as QR codes, drones and bots -- and showcasing these technologies via TikTok. Often, the restaurant itself doesn’t need to post content; users fascinated by the new-tech solutions do it for them.

Delivery: When it comes to third-party delivery platforms, restaurants are struggling to find a fit without breaking the bank. Commissions up to approximately 30 percent are cutting into already razor-slim margins. For restaurants looking to migrate from third-party to native delivery, RTN has created a Native Delivery TCO Calculator tool (free!) whereby various attributes can be added to see how this move will affect the bottom line. 

Labor: Chipotle is the master here, using TikTok resumes to find and retain talent, in creative ways “leaning into their energy” on the platform. Did you know that Jack in the Box’s agency of record is focused entirely on its TikTok channel? 

Telling Stories: By telling your unique story, you will shine on TikTok. Fast casual eateries like Chipotle and Panera are placing more emphasis on healthy, organic, and even locally-sourced ingredients, which align with millennial concerns about nutrition and sustainable consumption. “There’s a lot of work being done about the chain of custody, from seed to shelf,” commented Joe Tenczar, Co-Founder of Restaurant CIOs. “At the Consumer Electronics Show, there was a wristband that tied to your DNA so you can eat what’s best for you. It may seem futuristic, but understanding your guests is key. If you don’t, you’ll lose.” From recycling and sourcing organic ingredients to stances on politics, public health and good will, it’s  time to dive in and give TikTok a try. The water is very inviting.