For small operators, one viral video can mean big business
Abu Salim Middle Eastern Grill in San Francisco is known for its fresh falafel, kunafa, and loaded shawarma plates — as well as posting some mesmerizing hummus spins on TikTok. Salim Nasser, the 24-year-old co-owner, previously worked at his father’s celebrated restaurant Old Jerusalem. TikTok was something he wanted to pursue since he got his own business, although it took some convincing for his business partner Khalil Sihred, who’s nearly twice Nasser’s age, to agree to post on the app.
“There’s so much to take footage of. I actually have the backup to show it’s not like we’re using frozen food, canned food,” Nasser says. “I mean, I’ve noticed a lot of videos on TikTok that are getting a lot of views, and I’m just looking at my food, and [it] looks better.” He’s right. The richness of Nasser’s food packs a powerful visual punch, with closeups of freshly blended hummus topped with vibrant parsley, fragrant paprika, and a pool of olive oil. His TikTok serves as a virtual tasting menu, so much so that Nasser is able to determine if someone visited the restaurant after watching a TikTok if their order matches his latest post.
Nasser has taken advantage of the platform but struggles to find the time to post consistently while running a restaurant. Although primarily short-form, with the platform’s longest videos capped at three minutes in length, TikTok can be time-consuming; planning, shooting, and editing content is often an impossible task for small restaurant owners who are already operating their establishments.
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