Digital out-of-home company Loop Media is making its first foray into the Canadian market, launching its dedicated TikTok streaming channel at St. Louis Bar & Grill.

Beginning this week, all 75 St. Louis Bar & Grill locations in Canada will broadcast Loop’s channel of curated TikTok videos best suited for restaurant viewing, whether they feature animals, makeovers, sports bloopers or food preparation.

New York-based Loop Media operates a network of over 12,000 out-of-home streaming devices geared towards businesses, which allow for bars, restaurants and retailers to stream video content, whether it be one of its curated entertainment channels, promotions or ads from other advertisers bought programmatically. Loop launched a dedicated TikTok channel on its devices last fall, featuring a lineup of curated, popular videos presented in a format optimized for public viewing.

The partnership with St. Louis Bar & Grill is also Loop’s first in the Canadian market, which it describes as its next phase of growth and its “first true expansion…outside of the United States,” according Jon Niermann, the company’s CEO and co-founder.

Royal Nasager, VP of marketing at St. Louis Bar & Grill, says the restaurant’s popularity among 25- to 34-year-olds has grown “exponentially” in the last few years, while also retaining its existing customer base. Its communication strategy has been focused on bringing in younger customers through menu innovation, promotions, advertising and a digital strategy focused on compelling content, the last of which the new partnership falls under.

“Like us, TikTok has grown to become a source of joy for so many people of all ages,” Nasager says. “This partnership will further enrich the time our guests spend with us while adding another point of differentiation and competitive edge across the business.”