TikTok recently hosted an exclusive event, Insights on Wheels, in Riyadh on May 28, 2024. The event brought together over 100 leaders from the food services industry across Saudi Arabia. The goal was to explore how TikTok’s platform can transform consumer cravings into orders through smart digital strategies.
Strengthening the Food Services Ecosystem
Held at the Almashtal Creative Incubator, the session focused on equipping food brands with innovative marketing tools. TikTok aims to help businesses build stronger connections with their audiences. The platform provides content ideas and strategies that increase brand visibility and drive sales in a competitive market.
Understanding Consumer Cravings on TikTok
With 71% of Saudi users engaging with fast food content, TikTok shared valuable insights on its Anatomy of Appetite strategy. This approach revolves around three key elements:
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Captivating content that grabs attention
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Positive context that boosts cravings
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Trusted community endorsements that influence choices
By combining these cues, brands can better engage consumers and shape food culture.
Interactive and Insightful Experience
The event featured a unique food truck concept offering “Slices of Insights,” “Data Nuggets,” and “Freshly Baked Trends.” Each takeaway bag contained tailored marketing insights aligned with these themes. Participants also attended a detailed presentation on using TikTok to build brand loyalty and drive consumer engagement at scale.
Expert Perspectives from TikTok
Aref Yehia, Head of Business Partnerships for Retail & E-Commerce, MENA, said:
“Saudi Arabia’s food services sector is evolving rapidly, requiring dynamic marketing solutions. Our research shows that 80% of GCC users visit restaurants after engaging with TikTok content or ads. This highlights how immersive content, positive context, and community trust can turn interest into real business results.”
He added that TikTok continues to support industry leaders by providing actionable insights. These tools help brands maximize engagement and convert it into measurable growth.
