TikTok has announced a community-driven restaurant guide called 'Must Eat,' the latest feature in its push to become a super app, alongside a Bloomberg report that it is developing a feature for sending money through direct messages.
The 'Must Eat' guide draws on over 40 million posts and comments to compile restaurant recommendations, allowing users to search by city, cuisine, price, rating, and location. This puts TikTok in more direct competition with Yelp and Google Maps.
TikTok appears to be taking steps to evolve into a super app, a model popular in China with apps like WeChat. The platform has steadily expanded its offerings in recent years, adding TikTok Shop, a map for local discovery, and more robust search features. TikTok transitioned to new, primarily U.S. ownership in January.
Bloomberg reported in August that TikTok is developing a feature for sending money via direct messages that, if rolled out, would use its existing TikTok Pay service. Reuters reported in March that TikTok had applied to Brazil's central bank to operate as a financial technology company offering lending and payment services.
In sports, TikTok launched a dedicated hub for the FIFA World Cup with scores, highlights, and standings, made possible through its TikTok GamePlan product. It also introduced TikTok GO, a platform for booking hotels and attractions within the app, putting it in more direct competition with Google Search and Maps.
According to eMarketer, TikTok Shop's U.S. sales grew 108% in 2025 to reach $15.82 billion. The platform has also introduced microdramas and casual games, which TikTok says are intended to encourage users to spend more time on the platform and engage with others in DMs.
The company shut down its TikTok Music streaming service in 2024 but continues to partner with services like Apple Music for in-app playback.
Analysis
Why This Matters
- TikTok's expansion into payments, travel booking, and local search could disrupt established industries and challenge competitors like Google, Yelp, and Amazon.
- For users, it offers convenience but also raises concerns about data privacy and market concentration.
- The success of this super app strategy could influence other social media platforms and reshape digital ecosystems.
Background
TikTok has been adding services since 2021, starting with e-commerce through TikTok Shop. The super app model is common in Asia, particularly with WeChat, but its viability in Western markets remains under scrutiny. TikTok's transition to primarily U.S. ownership in January removed some regulatory hurdles and accelerated its expansion plans.
What to Watch
- The rollout of the payments feature in the U.S. and regulatory approval in Brazil.
- How TikTok competes with Google and Yelp on local search and commerce.
- User adoption of features like booking and payments, and any privacy or regulatory challenges.
Checked
11 claims in this story checked against 1 source: 10 supported.
Show each claim
- SupportedTikTok announced an in-app restaurant guide called “Must Eat.”TechCrunch: “TikTok announced this week that it’s adding an in-app restaurant guide”
- SupportedBloomberg reported that TikTok is developing a feature for sending money through direct messages.TechCrunch: “Bloomberg reported in August that TikTok is developing a feature that would allow users to send each other money via direct messages.”
- SupportedMust Eat draws on more than 40 million posts and comments for restaurant recommendations.TechCrunch: ““Must Eat” draws on more than 40 million posts and comments to compile restaurant recommendations and curated lists in one place.”
- SupportedUsers can search Must Eat by city, cuisine, price, rating and location.TechCrunch: “Users can browse restaurants by city and narrow their search by cuisine, price, rating, and location.”
- SupportedThe guide puts TikTok in more direct competition with Yelp and Google Maps.TechCrunch: “The move puts TikTok in more direct competition with platforms like Yelp and Google Maps.”
- SupportedIf rolled out, the direct-message money feature would use TikTok Pay.TechCrunch: “If rolled out, the feature would use the social media service’s TikTok Pay offering”
- SupportedReuters reported in March that TikTok applied to Brazil’s central bank to offer lending and payment services as a financial technology company.TechCrunch: “Reuters reported in March that TikTok had applied to Brazil’s central bank for approval to operate as a financial technology company offering lending and payment services.”
- SupportedTikTok launched a FIFA World Cup hub with scores, highlights and standings, made possible through TikTok GamePlan.TechCrunch: “In early June, the company launched a dedicated hub for the FIFA World Cup where users can see scores, match schedules, standings, trending videos, highlights, videos from players, and more. The World Cup hub was made possible through TikTok’s Sports-focused product called “TikTok GamePlan,””
- SupportedTikTok Shop’s U.S. sales grew 108% in 2025 to $15.82 billion, according to eMarketer.TechCrunch: “According to eMarketer, TikTok Shop grew its U.S. sales by 407% in 2024 and another 108% in 2025 to reach $15.82 billion.”
- Partly supportedTikTok says both microdramas and casual games are intended to increase time on the platform and engagement in DMs.TechCrunch: “TikTok has also launched a series of casual games in its app to get users to spend even more time on its platform and engage with others in DMs.”
- SupportedTikTok shut down TikTok Music in 2024 and continues partnering with services including Apple Music for in-app playback.TechCrunch: “The company said it would focus on driving music listening and continue partnering with music streaming services rather than competing with them. TikTok hasn’t completely abandoned its music ambitions, however, as the company recently introduced a feature that lets Apple Music subscribers play full songs in the app”
