The Influence of Social Media Food Trends on the Business Strategies of Cloud Kitchens in Dubai

Author(s)	Mr. Keith Dmello
Country	India
Abstract	This research assesses how viral food content on TikTok, Instagram, and YouTube Shorts affects the menu and marketing decisions of cloud kitchens in Dubai. TikTok food trends drive customer demand, and cloud kitchens are delivery-only restaurants that cater toward consumer demand. As menu items and food trends go viral, cloud kitchens need to modify menus, and implement changes to marketing techniques and operational efficiencies. This research evaluates the alignment of cloud kitchens and the accelerated trends of the social media ecosystem using secondary data and a survey of the Dubai populace. The results suggest that cloud kitchens can improve their sales and brand traction by responding to viral trends in the food and beverage space, however, the sustainability of responding to recurring viral trends is unclear. This indicates that there is a need for cloud kitchens to balance sustainability and trend-based responsiveness.
Keywords	Social media food trends, Cloud kitchens, Viral marketing, Consumer behaviour, Menu adaptation, Dubai food delivery
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-11-26
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.61451
Short DOI	https://doi.org/hbdrhh

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International Journal For Multidisciplinary Research