TikTok Launches 'Must Eat' Restaurant Guide, Challenges Yelp and Google Maps

TikTok has launched an in-app restaurant guide called "Must Eat," marking its entry into a space traditionally dominated by platforms like Yelp and Google Maps. Announced on Wednesday, the new section within the TikTok app is built upon a foundation of 40 million posts, reviews, and comments related to dining on the platform. This feature leverages videos and discussions of popular local businesses to generate restaurant recommendation guides for users.

Users of "Must Eat" will have the ability to leave reviews for restaurants, make reservations directly through calls, and search for nearby businesses using an integrated map. Adam Presser, TikTok US CEO, described "Must Eat" at a launch event as a "compilation of all of the conversation that’s happening on the TikTok platform across creators, restaurateurs, [and] individuals" who share dining experiences. Notable New York City restaurants featured include Golden Diner, known for its viral pancakes, and hard-to-reserve spots like Semma and Via Carota.

The new guide is categorized into two tabs: "everyday eats" and "elevated dining," allowing users to sort and filter recommendations by rating, distance, cuisine type, and current operating status. Each restaurant's page within the guide links directly to relevant TikTok videos about the business, and diners can bookmark establishments for future reference. Initially, "Must Eat" is available in select regions, specifically New York City, Los Angeles, and the Bay Area. The company has explicitly stated that restaurants cannot pay to be featured in these recommendation lists.

This initiative expands on TikTok's previous efforts to bridge online content with real-world experiences. Earlier this year, the company introduced TikTok Go, a feature that allowed content creators to tag and link to hotels and attractions, enabling bookings through the app. TikTok's profound impact on the dining industry is evident, with content creators increasingly acting as food critics and influencing restaurant menus. According to a TikTok press release, 27 million US diners visited a restaurant, cafe, or shop for the first time last year thanks to the platform.

What to watch: The expansion of "Must Eat" to more regions and its impact on the local discovery landscape.

Editor's note: Well-structured and covers all key aspects of the launch, though it slightly mischaracterizes the 'TikTok Go' feature by implying it was a general feature rather than a specific precursor mentioned in the text.