TikTok Marketing for the F&B Industry: Opportunities and Challenges

TikTok is becoming a powerful “launchpad” helping F&B brands break through revenue and build brand awareness rapidly in just a few weeks or even days—did you know,72% of TikTok users in Vietnam have decided to try a new restaurant/drink after watching a video on this platform? If you are looking for an outstanding growth method for your cafe, restaurant, or food brand, TikTok Marketing is the key you can't miss in 2024.

The most important point: The “viral” potential and enhanced brand appeal on TikTok open up opportunities to reach millions of potential customers with a reasonable budget, starting from just a few million VND! DPS.MEDIA has witnessed many F&B SMEs grow their revenue 3-5 times after just 3 months of running the right campaign on TikTok. However, alongside opportunities, the challenges of creative content and competition also require businesses to have a methodical strategy and professional support.

Data and market realities show that, TikTok is not just a temporary “trend” but a sustainable trend that helps the F&B industry discover and develop a young customer base always seeking new experiences. If you haven't caught up with this wave, F&B businesses risk falling behind competitors and missing out on the most dynamic and loyal customer base in today's market. This article will help you clearly understand both the OPPORTUNITIES and CHALLENGES of doing TikTok Marketing in the F&B industry, thereby making accurate choices to develop your brand.

Harnessing the viral power of TikTok in the F&B industry in Vietnam

Applying creative and viral content orientation on TikTok

DPS.MEDIA has found that TikTok has become an indispensable playground for the F&B industry in Vietnam. According to Nielsen's research (2023), over 45% of TikTok users trust food reviews and restaurant experiences from creative short videos. The spread of hashtag effects like #FoodReviewVN or #AnGiPhaiNgon helps SME brands quickly gain exposure and save costs compared to traditional advertising.

• Leverage trending food challenges, combined with local KOCs/KOLs.
• Create interactive minigames, calling for real dish reviews at the store.
• Focus on exploiting short video formats with impressive viral speed, prioritizing emotional factors and brand storytelling.

Opportunities for customer development & practical brand recognition

Outstanding case study: N.Đ clean pho chain increased take-away revenue 180% after launching the “30 seconds to show off pho – get instant offers” campaign on TikTok, in collaboration with DPS.MEDIA. Additionally, 63% of new customers learned about the brand through the campaign hashtag (source: Internal Analytics 2024).

DPS.MEDIA's perspective on creative content with diverse Vietnamese identity

TikTok requires decisive innovation in content strategy. DPS.MEDIA recommends that SMEs apply storytelling connected to local culture and culinary identity to build strong social proof. According to Dr. Alexander Ronacher (magazine Branding journal, 2023): “F&B businesses that leverage and combine local elements in TikTok videos will double trust and familiarity compared to mass-imported content.”

Exploring culinary consumer behavior through the lens of short videos

The “eating with your eyes” behavior in the digital age

Short videos have dramatically changed the food choices of young Vietnamese people.. According to Nielsen research (2023), over 67% of Gen Z and Millennials in Vietnam decide where to eat after watching videos on TikTok. The “viral” nature of trends like “30-second restaurant reviews”, “solo food vlogs”, or trending food challenges has forced F&B SMEs to continuously produce creative content.. DPS.MEDIA observes that, instead of meticulously describing each ingredient, users prefer to watch texture of the dish, the genuine emotions of the reviewer, and service moments captured in under 60 seconds.

The impact of short videos on F&B spending decisions

• Emotions override reason: Most trial decisions are driven by visual appeal and the FOMO effect.
• Ultra-short customer journey: Viewers scroll, like, and book a table in just a few clicks – shortening the decision-making process compared to before.
• Authenticity is prioritized: Small and medium brands with real food experiences and genuine reviews will gain trust more easily than flashy advertisements.

Insights and advice from DPS.MEDIA

DPS.MEDIA team recommends F&B SMEs invest in videos that are ”both authentic and charming”, flexibly following each local trend ‍ instead of pursuing expensive ⁣formats.⁤ Especially, let real customers, kitchen staff, and bartenders appear on screen – this builds stronger trust than filters or overly perfect visuals. Researcher Sarah Bowen emphasizes, “Cuisine is not just a product, but ⁣also a shared experience” – and short videos help that experience spread most powerfully in the digital community.

Build a standout F&B brand with the right content strategy

Choose creative, relatable, and inspiring topics

• Make content unique: ​ According to DPS.MEDIA, F&B brands need to select stories with their own identity; for example, the journey of elevating local specialties, or the story of ingredients ”from ⁣farm to table” – a factor still rated by Harvard Business⁢ Review as helping increase brand recall by 36% on social media platforms.
• Leverage storytelling: The success of the “Bếp Nhà Xíu” brand on TikTok is a typical example, as it simplifies cooking into a series of short, relatable videos, creating a sense of connection between diners and chefs through everyday footage.
• Combine entertainment⁢ and educational elements: Videos like “kitchen behind-the-scenes”, unique drink-making tutorials, or limited menu challenges not only spark curiosity but also tap into the need for new experiences – a key factor in “retaining” Gen Z on TikTok, based on Nielsen’s 2023 survey.

Optimize every content touchpoint on TikTok

Connect brand values with the expectations of digital diners

• Expert J. Berger (Contagious, 2022) commented: “An F&B brand that wants to grow on TikTok needs to synchronize its message and image, being both local and keeping up with the fast entertainment tastes of young people.”.
• According to DPS.MEDIA, SMEs should regularly survey the community, evaluate the effectiveness of each content campaign, continuously update short video trends, and use measurement tools to make timely adjustments, thereby achieving strong brand awareness, real conversions outperforming traditional competitors.

Opportunities to increase orders and attract new customers from TikTok

Fast-growing channels thanks to viral optimization and short-form content

DPS.MEDIA has observed that TikTok has created a new “funnel” in the F&B purchasing journey. Taking advantage of food trends and short video formats not only helps brands appear continuously in front of potential customers, but also has a profound impact on trial decisions thanks to the “natural recommendation” from TikTok's algorithm. According to research by Social Media Today 2023, more than 63% TikTok users have discovered and tried new products from short, highly entertaining videos. This is an advantage that Facebook or Instagram can hardly match: almost instant virality, with extremely low initial reach costs.

• Create a “real people, real stories” effect: TikTok helps restaurants and cafes share real customer experiences, increasing credibility.
• Community engagement: Hashtag challenges and mini games remain powerful tools to attract views and interactions.
• Measurement & diverse optimization: The TikTok Ads Manager tool combined with TikTok Shop helps SMEs track conversion effectiveness by the hour – a feature that many other platforms still lack.

Case study: Hotpot restaurant “Mới”, Ho Chi Minh City increases online revenue by 401% thanks to TikTok

From the perspective of DPS.MEDIA, the success of the “New” Hotpot comes from their use of “Behind the scenes” videos of the chef team creating unique new hotpot dishes. After just 2 weeks, the video reached over 80K views, leading to a surge in table bookings via the Bio link. The method of “airing” in sync with trends and sharing behind-the-scenes content helps customers not only see the dishes but also feel the brand’s personality – exactly the direction DPS.MEDIA often suggests for F&B startups wanting to break through on TikTok.

Challenges in image control and brand protection on digital platforms

Viral spread risks beyond expectations

Not fully controlling the brand story is the biggest challenge when marketing on TikTok. User-generated content (UGC) can help brands spread quickly but also carries the risk of being misunderstood, distorting the image and even leading to media crises. Data from Harvard Business⁢ Review shows that 67% of F&B marketers in Southeast Asia have encountered situations where product images were inappropriately altered on digital platforms, especially TikTok (2023).

• Hashtag challenge – viral but hard to control: For example, a juice campaign by a cafe chain in Ho Chi Minh City received thousands of creative videos from customers, but some videos were offensive, forcing the brand to urgently handle and re-branding the original content.
• The possibility of appearing fake news or “exposé” clips”DPS.MEDIA once supported a bubble tea SME brand in resolving a crisis caused by misinformation about product ingredients spreading on TikTok, which led to a 30% drop in revenue in just 2 weeks.

Adjust rapid response strategy

Due to the rapidly changing digital environment, F&B brands need to build intelligent image control processes.
DPS.MEDIA suggests that businesses proactively establish a Digital Reputation Management Code, using both AI and manual tools to monitor content.

Properly leverage the value of micro-influencers

According to DPS.MEDIA, SMEs do not need to chase after explosive viral faces but should choose to collaborate with micro-influencers who match the brand's personality, making it easier to control the message. A typical case study is a handmade pastry brand in Da Nang partnering with 10 food reviewers young, pre-screening content before release – thanks to this, the brand maintains a positive image while still spreading strongly on TikTok during Tet 2024.

Tips to optimize advertising budget and measure TikTok campaign effectiveness

Optimal budget allocation strategy on TikTok

For the F&B sector, TPS.MEDIA observes that flexible budget allocation across each ad group is a key factor, instead of going “all-in” on a single viral video. According to Harvard Business Review (2023), F&B brands increased ROI by up to 181% when testing multiple content streams and adjusting budgets based on the effectiveness of each target customer group. Practical example: A milk tea restaurant in Ho Chi Minh City experimented with three different content directions for each customer segment (students, office workers, university students). After two weeks of measurement, the combo “golden hour” content group for students, which accounted for only 25% of the initial budget, generated 60% of the total orders.

Measure effectiveness with suitable metrics for the F&B industry

You should not rely solely on views or surface-level interactions. Experience from DPS.MEDIA shows that the metrics CTR (click-through rate) and CVR (conversion rate) are decisive when truly evaluating a TikTok Ads F&B campaign. To optimize, you should:

• Focus on measuring actual behavioral metrics such as the number of orders placed, promo code registrations, or products added to cart.
• Link QR codes on videos/landing pages for more accurate tracking.
• Use TikTok Pixel tools combined with Google Analytics to enhance cross-channel comparison and reduce data discrepancies.

DPS.MEDIA’s note: Leverage AI in metrics analysis

We recommend SMEs apply AI solutions to detect potential customer groups and real-time shifts in consumer behavior.The book “AI for Marketers” by Jim Sterne emphasizes: using AI eliminates subjectivity in budget allocation, thereby increasing campaign efficiency by up to 221%. Data collected from TikTok helps predict the “golden hours” suitable for each F&B model, from cafes and fast food restaurants to small local bakeries.

Lead creative trends through collaboration with food KOLs and TikTokers

Collaborate with food KOLs: Accelerate brand awareness and content creation

DPS.MEDIA realizes: Vietnam's F&B market is innovating thanks to waves of collaboration with food KOLs and rising TikTokers. According to Nielsen research (2023), 72% of consumers are more likely to trust and try new dishes when shared by their idols on social media. Unlike the traditional approach of simple advertising, smart SMEs have built a diverse “content ecosystem”:

• The real story inside the kitchen: TikTokers share personal experiences to increase transparency.
• Mini game – culinary challenge: KOLs launch youth trends, quickly creating viral content.
• Real feedback from customers: Integrating authentic reviews directly on short video platforms increases credibility.

Unlock creative food content with integrated multi-channel thinking

The F&B industry is no longer a race of “who advertises more”, but rather a battle of creative content.. According to DPS.MEDIA, businesses that build a content ecosystem with multidimensional collaboration between food KOLs, TikTokers, and real customers will create a breakthrough in solid brand recognition. For example: Bami Queen sandwich shop collaborated with a Hanoi food reviewer, regularly organizing the “7 days, no repeat dishes” challenge, resulting in over 2 million views and a 45% increase in revenue in 1 month (source: DPS.MEDIA Q1/2024 survey).

• Creativity focused on brand personality – KOLs choose to review unique features that only the brand possesses.
• Consistent multi-platform experience – TikTok, Instagram, fanpage & YouTube channel content are all cleverly integrated.
• Continuous success measurement – Data analytics applications help SMEs monitor effectiveness and optimize each campaign.

Final thoughts

TikTok is not just an entertainment platform, but is becoming a highly potential “playground” for the F&B industry in Vietnam — where brands can quickly and closely connect with a new generation of customers. However, to fully capitalize on this opportunity, businesses need to thoroughly understand the platform’s characteristics, user behavior, and have a flexible, creative content strategy.

At DPS.MEDIA, we recognize that TikTok can become a powerful bridge between F&B brands and potential customers, especially with micro-influencer campaigns, short videos with practical value, and highly localized content. At the same time, measuring effectiveness and adjusting direction based on community feedback is both a challenge and an opportunity that businesses need to clearly grasp.

If you are an SME in the food industry – restaurant – café, start with simple steps: understand your target users, build an engaging brand story, and experiment with creative video formats on TikTok. Don’t be afraid to try – sometimes an authentic clip from the kitchen or a moment of enjoying an interesting dish is enough to make a strong impression on thousands of users.

We encourage you to continue exploring related topics such as how to optimize short-form video content, analyze user behavior data on TikTok, or build a personal brand for chefs/founders through this platform. Every small step today can be the foundation for a major breakthrough tomorrow.

DPS.MEDIA looks forward to accompanying you on your journey to unlock the power of digital marketing in Vietnam. Please share your thoughts, questions, or experiences about TikTok Marketing in the comments section below — we are always ready to listen and engage with you.