Restaurants in New York City and across the United States are facing increasing pressure from Gen Z TikTok users who demand extreme off-menu items to create content. The resulting customization craze is sweeping the fast-food industry, causing nationwide chains to struggle with balancing the benefits of free publicity with the labor and cost required to make these requests. Many restaurant owners are frustrated with these demands and say that they are not in their DNA to accommodate such orders.
According to Stathis Antonakopoulos, the owner of Carnegie Diner, customers have requested extreme custom orders such as Moscow Mule milkshake mash-ups, elaborate lobster entrees, and 5-pound burgers. Some influencers have tried to strong-arm restaurant owners by threatening to post negative reviews. Workers at Chipotle and Starbucks have rebelled in the past when menu hacks overwhelmed locations before the chain finally capitulated and put them on the menu. Some customers now feel that restaurant menus at non-national outlets are a mere suggestion.
Social media menu hack culture is bringing in situationally unaware customers who automatically expect to be able to order off-menu, according to Zazzy’s Pizza owner Richie Romero. However, not everyone in NYC looks down on custom ordering. Brooklyn deli owner Rahim Mohamed has achieved social media fame by catering to the craziest customization requests imaginable at Red Hook Food Corp.
Waffle House, a popular fast-food chain, has been at the forefront of the battle against TikTok-inspired off-menu orders. At least one Waffle House location in Atlanta is refusing to let entitled customers order ridiculous menu hacks. A sign on top of the cash register reads, “Order from the menu. We are not making anything you saw on TikTok.” Custom menu items like these have been a nightmare for fast-food workers, who waste time and resources attempting to recreate these viral items.
The situation has become so dire that the hashtag #SickOfTikTokSpecials started trending on TikTok after Waffle House posted a sign asking customers to stop ordering off-menu items. Social media trends offer the potential for increased revenue, but they can also cause problems, such as slowing down service, modifying orders, and ingredient shortages.
TikTok’s impact doesn’t stop at secret menus but can also drive demand for regular menu items. For instance, Joe and the Juice’s $10.20 “tunacado” sandwich became popular after a TikTok user posted a video raving about it. TikTok users started re-creating snacks that made certain ingredients in demand, such as a corn crisp cracker topped with one smoked mussel and chili crunch sauce. This led to a spike in sales of Momofuku’s products, with some consumers even creating Facebook groups to share their favorite ways to eat Momofuku’s chili sauce.
In conclusion, while the viral food trend inspired by TikTok has undoubtedly brought attention to restaurants and fast-food chains, it is also causing chaos for workers and disrupting normal business operations. Therefore, it is crucial for restaurant owners to find a balance between meeting their customers’ demands and maintaining efficient operations.
