I, like his 14.2 million (as of this writing) followers on TikTok and his 1.1 million followers on Instagram love watching this wholesome MMA fighter/foodie Keith Lee. The most exciting thing to watch isn’t when he steps into the octagon, it’s when he steps into a struggling family-owned restaurant. And is able to change the lives of the owners. One good review from Keith Lee can change the financial course of a restaurant. Best part is, a lot of the promo is free.
I don’t know when I climbed aboard the Keith Lee train but I know I don’t want to get off. Keith’s charisma or “rizz” as the kids call it and his honesty in front of the camera is what drew his audience in and keeps them coming back. Fans of Keith Lee trust him, and his tastes. Even if you don’t normally eat what he is showcasing on his TikTok, his conviction makes you at least want to try it.
We live in the era of “Mukbangs” and ASMR videos. If you don’t know what either of those are that’s ok. You’re just not on that side of social media and there’s nothing wrong with that. The term “Mukbang” originated in South Korea and translates out to “eating broadcast.” Where the video’s creater would basically eat in front of the camera. When it gained popularity in America, it morphed into the gluttonous consumption of food. Where creators would order an entire restaurant’s menu and eat as much as they can in one sitting in front of a camera. It’s messy and sometimes too much to watch.
ASMR videos focus more on the sense of sound. Where creators also sit in front of a camera and a microphone and eat food amongst other things. Some may call it a celebration for your ears. Keith took the best parts of both these trends and created something truly organic.
From his humble beginnings and filming his first food reviews in his house with a simple white backdrop and the now famous Paw Patrol chair. We watched as Keith Lee devoured some of our favorite fast-food restaurant menu item staples but with a “twist”. Keith was able to showcase something that many of us do, add a little extra something to that Big Mac or build the ultimate taco bowl from Chipotle. I don’t know if it’s his willingness to try such a wide variety of food or if it’s his candor. One thing is for sure, when Keith Lee enjoys his meal, that restaurant gets an immediate influx of business.
And that influx is what is now known as “The Keith Lee Effect.” Today everyone is trying to sell something. We are inundated with ads constantly, but the best advertisement has been and will always be word-of-mouth. In the digital age the new version of that is going “viral.” If enough people see the thing that you enjoy, and if you make it look like something they’ll enjoy, they’re going to try it.
Keith Lee has worked with big brands such as Chipotle, who created a quesadilla called the “Keithadilla” which is one of Keith’s orders at Chipotle. We’ve seen this type of celebrity marketing before. Most famously with McDonald’s who could be considered the originator of the “celebrity meal.” They’ve worked with Michael Jordan, Travis Scott, J Calvin, BTS and Saweetie to name a few.
But Keith isn’t famous, even with his millions of followers he doesn’t claim to be an influencer, or even a celebrity. He maintains that he is a regular person. We watched as he shared his wife Ronni’s pregnancy cravings. And we fell in love with his family as he shared moments with them including with his youngest child Riley.
Keith knows he has a big following and that his audience really listens to what he has to say. “With great power comes great responsibility.” Keith who is currently on a “foodie tour” across the country is documenting the journey. Traveling with his family and eating at local spots, he’s always in search of the best dish in the city.
But with every good review there are some bad ones in there too. While on the Atlanta leg of his foodie tour Keith called out a couple restaurants for their weird “rules and practices.” But such rules are bent or ignored when a “celebrity” is involved. People who live in the Atlanta area have often criticized the Atlanta food scene for such practices.
People have taken to social media to praise the effect Keith is having on the Atlanta food scene. His presence has definitely put restaurant owners and managers on high alert. That is also “The Keith Lee effect” which now can almost be likened to that of a Gordon Ramsay type Chef. And that is the power of social media and his following.
I don’t know what’s in store for this lovable self pro-claimed foodie. But I know we will be seeing Keith and maybe his family on our TV screens in the very near future.
