It is 2023. Why is this food critic just now blowin’ up?

If you are reading this, you’re likely to agree that food and social media go hand in hand. From the mom who generously shares her easy one-pan pasta recipe to the back-of-the-house staff showing off their skills in an upscale bistro, food feeds social media. Period. Check, please.

So why in the world -- in the world of Blue Ivy’s Internet, that is -- is Keith Lee just now getting his just due as a highly-acclaimed culinary commentator? Lee is a YouTube star, an Instagram genius, and -- with a family-oriented theme -- a TikTok titan. The fact that I almost scolded several TikTokers for not following him is still high-key astounding to me. Continue reading so that we can collectively get it right while navigating life in a new year.

?Who is Keith Lee, you ask?

With 38.2K subscribers on YouTube, over 160K followers on Instagram, and a whopping 8 million-plus subscribing on TikTok, Lee, native Detroiter, is deliciously killing the social game. He lives in Las Vegas with his wife Ronni and two young daughters and includes them in much of his content. In fact, the family served as a springboard to his rise to fame when Ronni’s preggers-causing cravings led Lee to taste-test her food choices.

His brutal honesty -- I mean, pickles were included! -- led to a spot on People vs. Food, a YouTube channel that boasts over 12 million subscribers. The feature, along with Ronni’s unique eats, prompted Lee to create his own yummy reviews.

(His candor was shaped during his career as a Bellator MMA fighter, where he was known simply as “Killer.”Another fighter, a WWE wrestler, is also named Keith Lee -- this isn’t about him, though.)

TikTok, he won’t stop.

It’s foodie’s wins outside the cage, on TikTok, where he now shines. And that shine illuminates through the dreams of many a business owner. Frankenson’s, a pizzeria in Las Vegas, once struggled to bring in $500 in a day until Lee reviewed some lemon-pepper wings. Today, Frankenson’s has plenty of customers consisting of TikTok viewers lined up for a taste! The family-run establishment had to close its doors one evening due to the sudden popularity.

?The time Chipotle (almost) missed the mark.

One would think that a food giant like Chipotle would be well-versed in the importance of social media by now. But when a quesadilla hack garnered countless TikTok takes -- including this 4-million-like-generating video by Lee -- the company shunned the concept for weeks. For weeks!

Chipotle almost left money on the table, pesos in the burrito, or whatever the saying is!

?Thankfully, Lee’s success finally attracted the Tex-Mex conglomerate into a tasty partnership. The “Keithadilla,” a steak quesadilla with extra chees and fajita veggies, is coming in March. Don’t forget the vinaigrette and sour cream on the side.

?By the way, you don’t have to wait until March. Just head to Qdoba!

If you even think about selling food in 2023…

There should be no reason on Blue…I mean Keith Lee’s Internet for a food and beverage owner to cook without a camera. Ask the proprietors of several Vegas-based eateries, including Aloha Mamacita, a Honolulu transplant now famous for shredded beef-infused tacos and melted mozzarella. Lee stitched the restaurant’s TikTok, adding nearly 700K pairs of eyes (and an increasing customer base) to the grand Canyon Drive location. Sadly, Aloha Mamacita was among a string of businesses that were robbed over the January 8th weekend. Lee shared the news, so hopefully, better days are ahead.

Aloha Mamacita’s social media presence can only help the establishment recoup from the recent break-in. Unfortunately, there are still restaurants that are not maximizing the power of a post, share, or like. According to Zippia, an online clearinghouse for a job postings and career advice, 660,936 restaurants have been operating in the United States since 2021. Additionally,

The country’s restaurant industry made over $700 billion in sales in that same year, although this figure reflects a decline of the over $130 billion reported in 2019. Needless to say, most people check out a restaurant’s reviews online before walking in.

Perhaps Keith Lee was already well-known before his social media status, but he proves that if you commit to putting in work, you’re likely to indulge in the rewards. When it comes to TikTok, IG, and YouTube, it’s simple: dig in.