The company formally introduced the product during an exclusive reception held at Undercote in New York City on Tuesday evening. Adam Presser, the CEO of TikTok’s U.S. business, hosted a gathering of prominent food creators in the lounge to celebrate the launch and discuss the platform’s expanding role in connecting digital content with real-world experiences.
Addressing the attendees, Presser reflected on his own introduction to the phenomenon known as "FoodTok," which he first encountered during the COVID-19 pandemic. He shared how he discovered the viral feta cheese pasta trend that captured the attention of millions around the globe. Recalling the moment with humor and nostalgia, he noted that he and his household were fortunate enough to track down a block of feta cheese at a time when ingredients were scarce, ultimately preparing the recipe and finding it incredible. For Presser, that initial experience encapsulated the unique power of the platform: watching videos, consuming digital content, and seamlessly translating those moments into tangible, real-life culinary experiences. He emphasized that this journey from screen to table has only accelerated on TikTok over the subsequent years.
The momentum behind food-related discovery has continued to build through various viral phenomena, including the popular "lunch in my city" trend that has recently captured the digital imagination. Presser noted that several creators in attendance had contributed content to this specific trend, adding that he had personally tried it out and found the results fantastic. Over the past several years, platform leadership has observed an increasing number of users bridging the gap between digital discovery and real-world exploration. Highlighting the tangible economic and cultural impact of these digital trends, Presser pointed to a striking statistic from the previous year: more than 27 million Americans visited an independent restaurant, cafe, or store in the United States that they had discovered for the very first time on TikTok.
With Must Eat, the company is looking to capitalize on this massive bridge between online content and physical foot traffic. The new product is officially launching in major metropolitan markets, including New York, Los Angeles, and the Bay Area. Must Eat highlights dining establishments across two distinct categories: "Everyday Eats" and "Elevated Dining," both of which showcase restaurants that have built meaningful connections with TikTok food creators. To further streamline the user experience, TikTok has partnered with OpenTable to enable direct reservations at selected participating locations.
The launch of Must Eat represents an expansion of "Must GO," an existing product focused primarily on travel and exploration. It also serves as a clear example of how TikTok U.S. is striving to carve its own independent path forward, operating approximately ten months into its newly established ownership structure. For Presser, the initiative also provides a unique opportunity to leave his personal imprint on one of the largest and most influential creator platforms in the country.
Reflecting on his journey to the leadership role, Presser shared background from his early life in Southern California. As an L.A. native, he harbored early dreams of working in the entertainment industry, though any aspirations of performing in front of the camera were quickly dashed during his eighth-grade play, where he was instead assigned the role of lighting director. Despite that early pivot behind the scenes, he went on to build a robust career working in the music industry and later serving as an executive at Warner Bros. Discovery before eventually joining TikTok some four and a half years ago.
Working within the digital ecosystem offered Presser a profound realization about the shifting nature of stardom and media influence. It marked the first time he truly understood that individuals no longer needed to reach the top of traditional charts or appear on the big screen to achieve cultural resonance and connect with an audience. Instead, anyone equipped with a voice, a smartphone, a vision, and a creative perspective could utilize a platform like TikTok to bring their unique perspective to a global audience. For Presser, witnessing everyday people find an audience and having those talented creators discovered by millions makes his current leadership role a true dream come true.