The startup behind MrBeast Burger explains the business of influencer ‘ghost kitchens’

MrBeast at the MrBeast Burger

Summary List Placement

Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.

In this week’s edition:

MrBeast Burger and the rise of influencer ‘ghost kitchens’

A new talent-management firm wants to help influencers get into TV and products

4 media companies break down how to grow on TikTok

And more including Snapchat influencers who earned over $1 million each and how The 19th survived launching in a pandemic

But before we get started, Insider is looking to hire an associate media editor who will help shape our coverage of creators on platforms like YouTube, Instagram, and TikTok.

Does that sound like your dream job? Apply here. 

The startup behind MrBeast Burger sees a huge opportunity in influencer ‘ghost kitchens’

YouTube star Jimmy Donaldson (MrBeast) launched a pop-up “MrBeast Burger” restaurant in December with the goal of building a permanent brand, not just a one-off viral stunt. 

To do so, Donaldson partnered with Virtual Dining Concepts, a company that works with celebrities to launch delivery-only food brands.

Dan Whateley spoke with Virtual Dining Concepts’ CEO to learn more about the business of influencer “ghost kitchens.”

Here’s what he said: 

Virtual Dining Concepts helped the MrBeast team design a menu, secure restaurant partners, and create training materials so every product would taste the same nationwide. 

The company enlisted a network of 300 “ghost kitchens” (some that it owned), which paid an all-inclusive platform fee to cook and sell MrBeast menu items.

  Minutes after a seemingly successful landing, SpaceX's Starship rocket exploded on the pad

The company is planning to expand to 1,000 restaurants by the end of the second quarter.

about the business of influencer “ghost kitchens” here.

4 media brands that have surged on TikTok by studying the app’s trends and making their employees stars

As TikTok has grown in popularity, both upstart and legacy media companies are joining the app.

“45% of our new audience growth in 2020 was from TikTok,” Barstool Sports’ CEO Erika Nardini told Insider last month. 

Dan Whateley spoke with four media companies about how to build an engaged audience on TikTok:

Barstool Sports has 12 million TikTok followers and has focused on posting content that fits with what’s popular on the app, rather than repurposing its existing IP.

NPR’s “Planet Money” has about 300,000 TikTok followers and built and audience by converting its podcast and video content into short, funny economics explainer videos. 

Yahoo News has 1 million TikTok followers and regularly interacts with users in the comments section of videos. 

on the strategies for TikTok growth here.

A new talent-management firm plans to help influencers grow by expanding into areas like TV and consumer products

The cofounders of Studio71 have teamed up again to launch a new talent-management firm for creators.

The firm, Underscore Talent, has signed over 60 clients so far and is focused on helping digital stars expand content into areas like TV formats and short-form video.

I spoke to with Underscore Talent execs at about their plans:

The firm is interested in expanding clients into TV formats …read more

  Rudy Giuliani's YouTube account just got hit with a 2-week suspension. One more strike, and his channel could get booted for good.

Source:: Businessinsider – Tech


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