By Kay Edgecombe, the owner of the authentic Bahamian cuisine spot on Weston Road, was waiting for days in anticipation for Lee to order—like many other Black-owned business owners, crossing their fingers with high hopes for a food review from the TikTok food blogging star.
{https://www.tiktok.com/@oldnassau.food/video/7354793538493730054?lang=en}
“It felt surreal. I had just served customers. We didn't expect it was him, but one of the people who ordered had an American accent. Then someone hinted they saw him in the parking lot, but I wasn't anticipating he would come in. I was like, ‘Oh wow, that can't be Keith Lee in Old Nassau.’ I was shocked—in tears. There's thousands of restaurants in Toronto and he chose us,” Edgecombe told ByBlacks.
A review from the American food critic is like receiving Willy Wonka’s Golden Ticket. Lee anonymously places a food order and then rates the plates, influencing his 16.1 million TikTok followers and two million Instagram followers who, without question, go out in drones to support the businesses—often elevating the fate of struggling owners. The Keith Lee Effect has made its way across the U.S. and in the past week, has made its way to Toronto with a specific focus on North York and Scarborough.
“The Bahamian community supports us because we're the only Bahamian restaurant in the area so we have moments where we do extremely well but then the support falls. We had a lull period coming out of winter. It was really slow but what happened last week revived us. I don't think we'll ever have that lull again,” said Edgecombe.
With Lee granting the fried snapper fish the “highest rating in Toronto” in his review video, she’s received days’ worth of online orders, orders placed for weeks in advance, and some people ordering everyday. Along with a tip of $500 for every worker from Lee.
{https://www.tiktok.com/@keith_lee125/video/7356066839971007790?lang=en}
“We consistently have a group of new customers coming in to try our food each day. The review was good, everything has been selling out. Taste is subjective but if something is meant to be recognized, you can't deny it,” said Edgecombe.
And Torontonians are just as happy to see small-owned businesses praised on an international level.
On TikTok, one user wrote, “This makes me so happy because this is why I love Toronto. These small spots showcasing the cuisines of their home countries are always the ones that slap. Can’t wait to try.”
Another commented, “I love it.....we Bahamians must teach Keith Lee how to eat a snapper fish without bones.”
Others said, “Toronto winning the food tour. I love to see it.”
During his time in Toronto, Keith Lee also visited Afro’s Pizza in downtown Toronto, which he rated 9 out of 10 and left a $3000 tip.
{https://www.tiktok.com/@keith_lee125/video/7355243793689382174?lang=en}
Online, one Canadian user wrote, “It really means a lot that you’re tipping so much in Canada. Everything is so expensive here right now including cost of living and rent so I know that the businesses really appreciate the extra tip.”
It wouldn’t be a Toronto food taste test without trying Jamaican food. In his review for No 1. Jerk in Scarborough, Lee tried curry goat for the first time.
{https://www.tiktok.com/@keith_lee125/video/7356448309059325226?lang=en}
He also swung by Sahan Restaurant in Scarborough to try Somali Food, and his family rated the customer service a 9 out of 10.
{https://www.tiktok.com/@keith_lee125/video/7356826733804277023?lang=en}
In the comments, one user said, “Keith Lee is coming out of his comfort zone trying foods that show what Canada is all about; many different cultures coming together. I love it so much.”
One of the consistent points he makes in his videos is his appreciation for the respect and politeness from Canadians. It’s why many Torontonians are crossing their fingers, hoping he returns.
“Guys seriously, Keith would have to stay here a few months to taste the world in Toronto. Remain polite and he may come back to visit some more—he has been enjoying our taste thus far,” said one user.
In response videos, all the owners have shared their gratitude and proof that the Keith Lee effect is real. In all of his videos, you can find the comment, “In Keith we trust.”
