American Companies Are Hostage to the Whims of TikTok - WSJ

Smothered in a special sauce, the “Keithadilla” was a breakout hit for Chipotle Mexican Grill in the first quarter. It also gave the company indigestion.

The twist on Chipotle’s traditional quesadilla was invented by a popular TikTok food influencer as an off-menu “hack.” Soon, the Mexican fast-casual chain was overwhelmed by custom orders. The item took longer to make and its mix of ingredients flustered workers, especially when the sauce—a combination of sour cream and chipotle-honey vinaigrette—ran out. When some staffers refused to make the off-menu item, customers began posting angry reviews online.

Chipotle faced a decision: Give in to the whims of TikTok or risk losing business. The Keithadilla is now a permanent menu item. “We want to be at the pulse of culture,” said Chris Brandt, the chain’s chief marketing officer.