Blog: The King of Reviews is Touching Toronto.

Written By Why Not

Meet Keith Lee

Local restaurants in the heart of Toronto can finally add the ‘Keith Lee Effect’ to their push for promotion.

Since 2020, food review TikToker Keith Lee has created feel-good content by visiting small local restaurants and boosting their presence online

The King of Reviews is Touching Toronto.

Since 2020, food review TikToker Keith Lee has created feel-good content by visiting small local restaurants and boosting their presence online. Starting with less than 1000 followers, he has since blown up and reached a new level of stardom; to the point where he’s collaborating with A-list celebrities like Cardi B and Kevin Hart.

But now the king of food and culture is coming to the city we call home – Toronto! Lee dropped the news in a recent post and less than 24 hours later, it has nearly a million views. Everyone in the six is losing it, especially restaurant owners who are no strangers to the impact of Lee’s videos.

THE POWER OF TIKTOK IN REVOLUTIONIZING THE TORONTO FOOD SCENE

In the last few years, TikTok restaurant reviews have become one of the most profitable tools for local businesses. As TikTok is notably admired for its more authentic content, customers resort to the platform when looking for new restaurants. With everyday people providing genuine opinions on local food spots, audiences are more receptive to their advice. Searching TikTok for ‘great places to eat in Toronto’ has long replaced a search on Yelp or any other site built to find local businesses. Many restaurants are undiscovered, considered hidden gems, or don’t have a wide reach despite quality food and great customer service. Thanks to what many call the ‘Keith Lee Effect’, local shops have used the virality of these reviews to bring customers to their tables. This shift towards user-generated content has not only elevated undiscovered eateries in the public eye but has also challenged the dominance of aesthetics-over-substance establishments. We are seeing less of the dreaded Instagram aesthetic restaurants that offer nothing but a flower wall and overpriced pasta. There’s finally a chance for the underdogs to claim the spotlight.

COMMENT SECTIONS BUILD COMMUNITY

To prepare for his arrival, Lee summoned Torontonians to drop their favourite Toronto spots in the comments of his announcement post. Naturally, thousands of followers flocked to his comment section to shed light on all their favourite spots in the city. From Scarborough (which obviously has the best food) to Kensington Market, many are responding back and forth on the places they think Lee would enjoy the most.

The intense discussions did spark some tension, but they also ignited a sense of relatability and conversation between followers. This is one thing Lee has always excelled at since becoming a content creator! He frames his content in a way that makes the audience a part of the narrative, as opposed to being an observer. People feel compelled to start conversations based on his videos because there is always a call to action meant to engage and create a more lasting narrative.

Our Top Picks

Not to brag, but living in Toronto grants us access to the most diverse food scene imaginable. Here are some of the best spots in Toronto (according to us) Lee should add to his grand tour:

  • Ethiopian House – Their doro wat is some of the best we’ve ever tasted. (Plus, the owner remembers absolutely everyone)

  • Chris Jerk – The jerk falls off the bone and their basmati rice and peas is immaculate.

  • Thai Bar Na – Great food, great memories, large portions!

     

  • Subiksha Foods – An amazing spot for South Indian cuisine (the aunties in the kitchen are serious about their dosa)

     

Our hope for King Keith’s visit is that he will receive an authentic Toronto dining experience, and boost a deserving small business in need of recognition. The city is rich with culture, and his content would be an amazing opportunity for underrated businesses, especially those operated by people of colour, to gain the right attention that could change the trajectory of their restaurant.

(And to everyone recommending the Queen and Spadina McDonald’s location, please put some respect on that man’s name.)

Why Not