--- title: Brands do as TikTok commands - The Hustle description: Whatever TikTok wants, TikTok gets — including a quesadilla with fajita veggies and Chipotle-Honey Vinaigrette. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/488591470-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-tiktok-and-brands_20230625233741.webp --- # Brands do as TikTok commands ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: June 26, 2023 Updated: October 11, 2023 Starbucks, Chipotle, and a host of other brands all have one thing in common: TikTok rules everything around them. ![TikTok app](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/488591470-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-tiktok-and-brands_20230625233741.webp?width=595&height=400&name=488591470-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-tiktok-and-brands_20230625233741.webp) The ever-changing whims of the app’s [50m+](https://www.searchlogistics.com/learn/statistics/tiktok-user-statistics/#:~:text=TikTok%20has%20over%2050%20million,to%20a%20social%20media%20app!) daily active users are changing the way businesses develop and release products, [per](https://www.wsj.com/articles/tiktok-trends-pink-sauce-product-development-661c4178) *The Wall Street Journal*. #### **Whatever TikTok wants** Restaurants are modifying menus to satiate demands and ease worker burdens. Chipotle officially [added](https://www.restaurantbusinessonline.com/operations/chipotles-tiktok-inspired-keithadilla-will-be-officially-official-march-2) the “Keithadilla” — an off-menu hack popularized by influencers Alexis Frost and Keith Lee — to its menu after customers trying to order it [created mayhem](https://www.today.com/food/trends/chipotle-viral-philly-cheesesteak-quesadilla-hack-tiktok-backlash-rcna64452) in stores. At Starbucks, increasingly complicated TikTok drinks have become the [bane](https://thehustle.co/06012021-tiktok-baristas/) of baristas’ existence — but the coffee chain’s no stranger to the internet’s demands: In 2017, pre-TikTok, Starbucks added the customer-created viral “Pink Drink” to its menu and [released](https://www.thestreet.com/restaurants/can-you-buy-starbucks-pink-drink-in-a-bottle) a bottled version in April. #### **Meanwhile…** … brands from fashion to food are monitoring trends in fashion and beauty, then work at lightning speed to get a product out before the fad fades. - Edikted, a fast-fashion company that contracts with third-party factories, can create new products in 12 days. - TikTok’s [move](https://www.glossy.co/fashion/why-tiktok-became-the-breeding-ground-for-fashion-trends/) away from tight skinny jeans inspired Aeropostale to increase its loose-fit denim offerings, which went from 7% of sales in 2020 to 40% in 2022; it saw a 15% increase in profits. - Dave’s Gourmet rushed to bring the viral (and [controversial](https://www.vice.com/en/article/bvmayd/tiktok-pink-sauce-finally-hits-the-market-is-orange)) Pink Sauce to market in 90 days. **If there’s any caveat…** … it’s that TikTok, and the internet in general, can be fickle. What’s hot one minute is dated the next, resulting in unlaunched products or unsold stock. Fast fashion, in particular, has been called out for its negative impacts on the environment as it — and its customers — scramble to keep pace with mercurial trends. That Keithadilla, though? That’s timeless. Topics: [Tiktok](https://hs-sbup.thehustle.co/tag/tiktok) ## Follow us on social media Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. JOIN FREE ### 100% Free CRM Nurture and grow your business with customer relationship management software. 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