TikTok is usually in the news for its close ties to the Chinese Communist Party and the app being banned on government devices. Rarely is it spoken off in a retail sense, but KFI AM-640 morning host Bill Handel says the app is revolutionizing retail.
During his morning program Thursday, the host shared a recent situation with fast-casual restaurant Chipotle, and how TikTok influencer Keith Lee’s custom order altered the business practices of the company.
“So now, Chipotle is overwhelmed by custom orders,” said Handel. “They don’t like it. Why? It takes longer to make. The workers don’t like doing it. It’s a combination of sour cream and their honey vinaigrette that they were running out of. Some staffers just refuse to make it. So what does Chipotle do? ‘Alright, we either give in to TikTok or we risk losing business.’
“Now if you go to Chipotle, they’re up on the menu is a ‘Keithadilla’. You now can buy it because it’s a menu item. TikTok has become unavoidable. For anyone running a consumer-based business, it’s all about TikTok. It’s a force now. A big force in marketing. Marketing and media.”
He continued by mentioning that Abercrombie & Fitch’s chief product officer recently admitted that the company uses TikTok to research upcoming fashion trends.
