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Keith Lee has undeniably emerged as one of the most impactful food critics in the U.S., transitioning from a professional MMA fighter to an internet sensation with over 17 million followers on TikTok. Renowned for his relaxed style of reviewing restaurants from his car, he focuses on showcasing mom-and-pop establishments across the nation. During his culinary journeys, often accompanied by his wife Ronni and family members, Lee has cultivated a brand that promotes local businesses.
In addition to his informal reviews, Lee has positioned himself as an advocate for independent restaurants, frequently resulting in long lines at these locales following a favorable mention online. Recently, he has taken his support further by teaming up with the point-of-sale platform Toast. This partnership includes a plan to distribute $150,000 in cash prizes to three outstanding independent restaurants, as nominated by their patrons via social media.
In an interview with Eater prior to this new initiative, Lee discussed the transformative effect of his role as a food critic, navigating the dynamics of online scrutiny, and his future aspirations in the restaurant industry.
Eater: How have the past few years been for you as you embrace the role of the internet’s favorite food critic?
Keith Lee: My life remains quite simple. I spend a lot of time with my family, so I don’t always notice the changes until I’m out and about. It’s truly a blessing, though. The most significant change has been buying a home, allowing me to leave a legacy for my children. We’re also becoming more savvy with our finances, which is a big change for us. Aside from that, I’m still just me.
Your platform heavily emphasizes small, independent restaurants. Was this your intention from the start?
Absolutely. My perspective has always been influenced by my experience as a professional fighter, working as an independent contractor responsible for funding my training and equipment. This mirrors the challenges faced by small business owners running restaurants. Initially, when I began posting videos, it was about cooking for my wife, and I had to consider where the funds were coming from.
As I delved deeper into food reviews, I focused on the family-owned establishments I frequented. My awareness grew regarding how these restaurants often incur fees for promotional reviews, leading me to choose the opposite approach. I deeply empathize with the families behind these businesses, striving to support their efforts.
As you’ve assumed the role of champion for independent restaurants, do you ever feel pressured to represent them accurately?
Sometimes, yes. I compare the pressure to my fighting days; getting into a ring is far more daunting than doing food reviews. So, I try to keep things in perspective.
What about the expectations from your vast TikTok following? Do they weigh heavily on you?
It’s a mixed bag. Online scrutiny can shift rapidly, which helps me stay grounded. Although followers may have fluctuating expectations, I remain true to myself, trusting that everything will unfold as it should. My faith keeps me anchored.
Has this commitment to authenticity helped you steer clear of controversies that other influencers encounter?
To an extent, yes. The online world is always searching for topics to discuss, which is unavoidable. While I haven’t sidestepped all controversies, maintaining a low profile has kept me clear of much drama.
When visiting a new city, you receive countless restaurant recommendations. How do you pinpoint the hidden gems amidst all the suggestions?
We’re inundated with tens of thousands of recommendations! We conduct our own research but also consult locals to refine our choices. I rely on intuition and prayer to guide where I feel we should explore.
Was connecting with locals a lesson learned after initial experiences in different cities?
Yes, it was something we considered from the beginning. However, involving more voices can complicate matters, so I was cautious about potential backlash if a recommended spot didn’t meet expectations. The internet’s response can be unforgiving, so I wanted to avoid putting anyone in a difficult position.
During your recent session at South by Southwest, you mentioned interest in opening a restaurant. What insights have you gained from your reviews that you would apply to your own establishment?
Meeting diverse individuals from various cultural backgrounds has been invaluable. We dine out frequently, but what matters most is understanding the stories behind the food and the journeys of those running the kitchens. This unique perspective is rarely accessible without being intimately involved in the restaurant world. I plan to infuse this experience into my own venture, fully aware that the restaurant landscape is demanding. While we anticipate challenges, the connections we’ve forged will serve as a solid foundation for our success, and I eagerly await that day.
Source
www.eater.com