To sum up: TikTok, in a surprise move late last year, announced that it would soon enter the restaurant business. The strategy would see the social media giant open 300 shadow kitchens and use them to deliver trending food products made famous by its content creators to paying customers. It turns out that TikTok Kitchens surprised the company’s management as much as the public.
The project was reportedly headed by chief marketing officer Nick Tran. According to the New York Post, the former Hulu executive had worked for TikTok for less than two years and it wasn’t the first time he had gone “rogue” with an idea before having it approved by his superiors.
Tran also reportedly led a campaign for a designer-led NFT collection in collaboration with celebrities like Lil Nas X and Bella Poarch. He was also behind the push for TikTok Resume, a service to help users find jobs.
Sources familiar with the matter told the Post that TikTok Kitchens was the straw that broke the camel’s back, adding that Tran was released soon after.
“We’re not in the restaurant business and we shouldn’t pretend to be,” a TikTok executive said on a call this month with about 200 people from the marketing team, a source said. source.
What’s odd here is that Tran’s ideas weren’t that terrible considering today’s social landscape. Moreover, all of them were officially announced by TikTok with press releases. How could these so-called rogue ideas get out without anyone in leadership positions knowing about it? Did TikTok let the wrong employee go?
“We can confirm that Nick Tran is no longer with TikTok and we wish him well in his future endeavours,” a TikTok spokesperson told The Post.
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