The app hasn’t always been a natural fit for upscale restaurants, but some chefs and restaurateurs are getting creative to build their followings.
Over the summer, a new restaurant opened in Los Angeles. On its own, that isn’t newsworthy—L.A. has one of the biggestscenes in the country, and restaurant openings there are a dime a dozen. But this particular restaurant, an upscale Vietnamese spot in West Hollywood, had a rather interesting pedigree: Its head chef and co-owner,Since TikTok has taken over our phones and our free time, the social-media app’s relationship to cooking has been well documented.
“Our angle was always to show behind the scenes and to inform people about deep knowledge and what actually goes on in the kitchen, in the front of the house,” Todd said.“It peeks into what I hope fine dining is turning into,” she said. “A little bit more warmth, a little bit more accessible, just a little more fun than what a lot of people think fine dining is, or the gestalt of people who want fine dining to stay the same.”on TikTok, patiently establishing its social-media identity.
Moore, for example, said he was at first extremely nervous about Pied à Terre joining TikTok, a platform that “seems so superficial.” And Rodil mentioned that “it’s not really becoming in a fine-dining environment to be on TikTok or to be creating content from a restaurant perspective,” because of the ways in which that may take away from the guest experience.
“The important part is showcasing that the team is having fun with it,” she said. “If they didn’t like it, then we wouldn’t do it.”
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