“God is good.”
Keith Lee often uses this phrase when describing his journey from professional MMA fighter to one of the most prolific and influential food critics of his generation. It all started with a bit of faith, a lifelong love of cooking, a desire to support Black-owned small businesses, and a TikTok profile.
With nearly 16 million followers, the 27-year-old travels from city to city reviewing independent restaurants, fan-recommended eateries, and popular national chains, all from the passenger seat of his car, rating them on a scale of 1 to 10. Since his rise to stardom, his method has been copied by fans and celebrities alike.
“I always knew I’d be where I am,” Lee says, “I just had no idea how I’d get there or what career or path God had in store for me, but I knew He was leading me to where I am now.”
The path is clear: pretty much anything Lee touches or reviews turns to gold. What sets Lee apart is his ability to invigorate local restaurants and help them chart new business paths and increase foot traffic. “We’re blessed to be a platform for restaurants that already have great food and great customer service, but maybe just need a little help with marketing,” Lee says.
Frank Steele, owner of Las Vegas pizza place Frankenson’s, saw a huge increase in customers after Lee reviewed his place. Steele’s uptick in sales was Lee’s moment of realization that he’d made it: people were actually listening to him. His honesty and transparency about his recommendations and food preferences resonated widely with his fans. “I thought, this could be bigger than I ever imagined,” Lee recalls. Lee’s followers had a front row seat to watch Steele and others be overwhelmed by Lee’s generosity.
But to be clear, it’s not just family-owned restaurants that are benefiting from Keith Lee. In December 2022, his TikTok review of an off-menu Chipotle quesadilla ordering hack went viral online, eventually leading to the chain adding it to its menu. According to the Mexican fast-casual franchise, TikTok content about the brand’s steak quesadillas with fajita veggies has garnered 30.6 million views, 3.7 million likes, 47,200 comments, and 69,500 shares. The impact wasn’t just seen online, Chipotle customers began flocking to its stores. They ordered their steak quesadillas with extra toppings, such as fajita-style sautéed veggies, extra cheese, and sour cream and vinaigrette sauces for dipping. It’s simple, but profoundly delicious. The phenomenon has been dubbed the “Keith Lee Effect” by fans. “I just eat my food, pray, and allow everything to happen,” Lee says.
As Lee’s popularity grows, he and his team receive hundreds of messages from small businesses across the country, begging them to stop by his restaurant when he announces he’s coming to their area. For a select few, the online fanfare is just the beginning. Lee shares words of wisdom with these lucky restaurateurs, poses for the occasional selfie, and often generously donates his own money as a generous tip. Meanwhile, negative reviews have sparked backlash against the restaurants and even online threats against Lee.
Lee has become a food king with a queen. The Detroit native is the proud father of two children, Carter and Riley, with his wife of four years, Ronnie Lee, who frequently appears in his videos and helps run the family business. Lee attributes much of his success in life and beyond to their relationship. “Before my wife and I got serious and started taking our relationship seriously, I was on a completely different path,” he says.
His respect for his wife is not only moving, but it is also agape, the noblest and most sublime spirit of love and devotion. “I have a lot of praise for my wife, just as I have a lot of praise for God,” Lee says. “To be married to a black woman is priceless, and to have black children and be able to represent my community and represent myself is priceless.”
It is his wife who has supported Lee through the negative times. As his profile has grown, Lee has had to convince his followers to stop their hateful attacks on restaurants whose cuisine he does not appreciate. He has also had to explain to restaurants when individuals have fraudulently placed orders under his name. He has also received criticism and complaints from New Yorkers about his food choices, such as when he ordered salmon chopped cheese during a local tour stop. On the New York-based radio show The Breakfast Club, co-host DJ Envy called Lee a “local food critic,” which the food influencer did not take kindly to.
“It’s part of the process,” Lee explains. “It’s part of the job. I try my best not to listen to the outside noise or personal criticism. The only time I speak about it is when a story is thrown out and it becomes a major talking point. And then it starts to impact the small businesses that we visit and my family. That’s when I only speak about it.”
Lee’s influence has forever changed food reviewing as we know it. But one thing has remained constant: his belief in God and himself. “The main focus for me has been to be myself and stay true to my essence in every aspect,” he says. “Really, I just turn on the camera and record, and I’m always myself.”
This story originally appeared in the May/June 2024 issue of ESSENCE magazine, in bookstores now.
