TikTok taps food creators for its new Must Eat restaurant guide

TikTok already helps decide which restaurants get people lining up outside. Now, it wants to help users sort through those recommendations and, in some cases, book a table.

The company announced Must Eat on Wednesday, Oct. 28, a restaurant guide launching in the areas around New York City, Los Angeles, and the San Francisco Bay Area. Drawing on more than 40 million posts, reviews, and comments, the feature gathers restaurants attracting attention on TikTok into city-specific lists.

How TikTok’s Must Eat guide works

Must Eat is part of TikTok GO, the app’s offering for discovering and booking experiences. Its restaurant lists are divided into Everyday Eats, covering casual spots and neighborhood favorites, and Elevated Dining, for celebrations and other special occasions. Users can filter by cuisine, price, score, and location, explore restaurant pages with related TikTok content, and save places to their existing collections. Select restaurants also offer reservations through OpenTable.

The guide is accessible through TikTok search, the Local feed, restaurant location pages, and location links on videos featuring listed businesses. TikTok says it checks that businesses are open and operating before publishing a list.

“Independent restaurants and local specialties take priority, and no restaurant can pay to be featured,” the company said in its announcement.

Much of that will sound familiar to anyone who already keeps a running list of places to eat. Beli lets users rank restaurants, track places they want to try, see where friends are eating, and receive personalized recommendations. Yelp‘s annual “Top 100 Places to Eat” similarly turns community feedback into a restaurant guide, using factors including review volume and ratings.

Google offers an especially timely comparison. Earlier this month, it introduced its first Fan-Favorite Dining List, using Maps reviews, ratings, and searches for directions to identify dining spots across 10 cities worldwide, including New York and San Francisco. Maps also has weekly dining lists highlighting trending restaurants, neighborhood gems, and established favorites.

FoodTok’s influence reaches beyond the feed

TikTok’s pitch brings those familiar planning tools closer to the videos that might have sparked someone’s interest in the first place. A creator’s review, the comments underneath it, videos from inside, and an available reservation can all become part of deciding where to eat within the same app.

For restaurants, that attention can reach well beyond their usual customers. In TikTok’s announcement, Ann Redding, co-owner and chef of New York’s Thai Diner, described watching diners introduce the restaurant to a wider audience.

“TikTok has given our guests a way to share those experiences with people far beyond our dining room,” Redding said. “It’s pretty amazing to watch.”

There is data to support TikTok’s strategy, particularly among younger diners. In a recent survey, 38 percent of Gen Z respondents reported discovering new restaurants through TikTok, making it that group’s leading discovery channel. Social media’s influence also extends beyond dedicated food influencers. A 2025 report, based on a survey of U.S. consumers and hospitality operators, found that 69 percent of Gen Z diners relied on social media for restaurant discovery.

TikTok has its own figures, too. Citing PF Global research in the announcement, the company says 27 million Americans visited an independent restaurant, cafe, or shop for the first time after discovering it on the platform in 2025, generating an estimated $4.7 billion in local spending. That estimate includes retail shops as well as dining businesses.

Of course, going viral can mean a lot more people showing up hungry. For Sam Yoo, chef-owner of Golden Diner and Golden HOF, keeping up with that rush took some adjusting.

“When we went viral about three years ago, our team had to adapt quickly, but our focus stayed the same: making great food and taking care of our guests,” Yoo said. “I’m proud of how our team rose to that occasion, and grateful that people are still coming through our doors years later.”

TikTok has explored turning food videos into meal orders before. As Mashable reported in 2021, the company announced plans for TikTok Kitchen, a delivery concept built around viral recipes. That project stalled, though Virtual Dining Concepts later rolled out a similar offering called “Creators’ Kitchen As Seen On TikTok” in 2024. But Must Eat is “cool” and “pretty convinent,” at least according to some X users. Though others are more critical, writing complaints like, “finally an app for discovering new lines to stand in,” and “tiktok taking the reservation too, wild.”

For food creators, Must Eat could give a restaurant recommendation a longer life beyond the feed. For viewers, it could make that place they’ve been meaning to try easier to find when someone finally asks, “Where should we eat?”

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