Diana Bradley
Apr 6, 2021

Brand beware: This TikTok trend is threatening food businesses

Restaurant workers are dishing on what really goes on in the kitchen.

Getty Images
Getty Images

Sometimes you just don’t want to know how the sausage is made -- or how your favorite fast-food meals and drinks are concocted.

But like it or not, restaurant staffers are using TikTok to lift the veil on certain secrets best left behind the kitchen door. 

One Dunkin’ employee posted two TikTok videos in recent weeks “exposing” the company to her followers because she is quitting her job at the coffee and doughnut brand. One video, showing how different menu items are made has amassed 6.7 million views and the other, featuring the chain’s avocado toast, has been watched 5 million times.


Ya I hate my job ���� ##pt2 ##exposed ##dunkin ##dunkinsecrets

♬ original sound - Hannah!!

McDonald’s employees have also posted unflattering videos giving consumers behind-the-scenes looks at its meals. A woman claiming to be a McDonald’s employee this year posted a TikTok video showing the ”disgusting” conditions of one of the fast-food chain’s ice cream machines. In December, TikTok user and supposed McDonald’s employee @thatonedepressedginger posted a viral video showing how the McRib sandwich is cooked and stored. The video caption describes the process as “nasty.”


Nasty. #fyp #mcdonalds #foryou

♬ Oh No - Kreepa

KFC’s gravy-making process was also revealed by a U.K.-based worker on TikTok, grossing out the platform’s users.  


KFC GRAVY #kfc #foryoupage #foryou #for #gravy #food #work #fast #mcdonalds #firedsoon #tasty #uk #usa #asia

♬ The Chicken Wing Beat - Ricky Desktop











Meanwhile, a worker used TikTok to reveal the “most annoying things to make” at Chipotle.

Some businesses have retaliated against staffers posting anything at all on TikTok while at work. Last month, Starbucks fired an employee for a viral TikTok in which he joked about how he and his coworkers would like to respond to demanding customers. 

Sherwin-Williams got blowback from social media users after it fired TikTok star Tony Piloseno for making videos during work hours with company equipment. He was then hired by Florida Paints and given a studio where he can continue making his popular paint-mixing videos. 










Related Articles

Just Published

1 day ago

How to prepare for hybrid commerce: Chinese ...

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

1 day ago

Data shows brands don’t need social media accounts ...

Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.

1 day ago

Apple debuts 2022 Chinese New Year film (clear some ...

The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.

1 day ago

How women’s health brands communicate on social ...

Female founders of women’s health brands say censorship makes it challenging to properly address women’s concerns.