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A popular TikTok food critic and his family are on a food tour in Ontario and recently stopped by at a pizza shop in downtown Toronto, Ont — apparently making the owner’s day.
Keith Lee, a food reviewer and MMA fighter with 16 million followers, shared a video, posted Monday, in which he ordered a big meal from Afro’s Pizza, a small family pizza shop serving Detroit style (deep dish) pizzas.
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His endorsement, referred to as the ‘Keith Lee Effect,’ can reportedly turn overlooked businesses into an urban hotspot. Lee likes to use his magic touch to bless family-owned restaurants, and turns down solicitations from businesses directly.
Lee’s gained millions of followers while charting his journey to satisfy his pregnant wife’s peculiar food cravings. Lee’s food reviews, often delivered in a understated monotone, was welcome relief to his audience, contrasting in approach to hyperactive influencers and the often breathless local food reviewers.
Lee’s reviews in Ontario took him to food spots suggested by his fans through email and social media.
“A lot of people say it’s some of the best pizza in the city,” the 27-year-old says in the video review of Afro’s Pizza. “Even some of the most well respected food reviewers here in the city.”
Lee, who is from Detroit, ordered several personal pizzas (at about $12 each) and an order of mac and cheese. The toppings on his pizza included unconventional items such as fried chicken, beef samosa and hot honey.
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One of the pizzas Lee reviews comes with compressed watermelon with tequila, toasted pecans and cilantro.
“How do you compress watermelon and put tequila in it?” he wonders aloud to his family.
Needless to say Lee was impressed with the variety, and praised each item he tasted.
“I don’t see what’s keeping this place from … having a line around the corner,” he said, calling the food “different, unique” and unlike anything he’s ever had.
Lee noted that the owners wanted to move to a bigger space when he talked to them, noting that they currently operate out of “a very very, very, very, very very tiny shop.”
At the end of the video, Lee gets the place a bit closer to their dream, telling the owner he plans to tip them $3,000. Afro’s Pizza confirmed to the National Post that the tip was left but chose not provide additional comment.
Lee’s Ontario food tour has also taken him to Sumac’s Iraqi Charcoal Grill in Scarborough for shawarmas, Biscuits & Baskets in Ajax for sweet treats. and Sister & Co. in Toronto. Ont. for pastries.
Biscuits & Baskets reportedly saw lineups around the corner soon after Lee’s review.
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