By Cameron Lee
May 10, 2025
Popular MMA fighter-turned-social media sensation Keith Lee is bringing his viral Family Food Tour to the Carolinas for the very first time. Starting this month, Lee will visit Charlotte, Raleigh, Durham, and Charleston to explore and review family-owned restaurants in the region. Known for his honest, no-frills food reviews, Lee has amassed more than 17 million followers on TikTok and 2.4 million on Instagram, turning his platform into a powerful tool for spotlighting small businesses.
@keith_lee125 Family Food Tour Show taste test 💕 would you try it ? 💕 #foodcritic ♬ original sound – Keith Lee
Lee began his food review journey on TikTok in 2021 while recovering from an injury, following his release from Bellator MMA. His early videos — which featured minimal production — quickly gained traction for their authenticity and focus on customer service, price, and taste. Between November 2021 and early 2022, his follower count skyrocketed from 1.7 million to 6.4 million, as he revealed in a 2023 interview with MMA Fighting.
One of Lee’s breakthrough moments came with a review of the 303 Food Truck in Las Vegas, where he lived at the time. Following his video, the small business saw a dramatic surge in customers. Now based in Dallas, Lee continues to use his influence to promote local food spots in cities across North America.
@keith_lee125 #stitch with @303inthecut 303 Food truck taste test 💕 Would you try it ? 💕 #foodcritic ♬ original sound – Keith Lee
Lee shared a fan poll that named Raleigh as the most requested city in North Carolina. However, he also received over 10,000 messages urging him to visit Charlotte and more than 5,000 requests for Charleston. “If you or anybody you know knows of a mom-and-pop shop with great food and great customer service, but could use some marketing — for free — please let me know,” Lee said.
He also hinted at visiting a wide range of cities in both North and South Carolina, including Greensboro, Asheville, and Greenville, as part of the expanded tour.
Launched in 2023, the Family Food Tour has already made waves in cities like New Orleans, Houston, Chicago, Atlanta, New York City, his hometown Detroit, and even his first international stop in Toronto in 2024. Most recently, Lee partnered with Boston-based restaurant tech company Toast for the It’s the Little Things campaign — giving away $150,000 to restaurants. The first recipient was The Puddery, a dessert shop in Pearland, Texas.
@keith_lee125 💕 Surprising The Puddery 💕The difference between success and failure for a restaurant is in the little things we don’t always see. I’m partnering with Toast to make those little things big and give back to my favorite restaurants. Toast is giving away another $50k to a deserving restaurant, and you can win $25k for nominating them. Official Rules apply. #ItsTheLittleThings #ToastContest ♬ original sound – Keith Lee
The rise of social media food reviewers like Keith Lee has breathed new life into countless family-run eateries. Others in the space include Mr. Chimetime, a North Carolina native known for his sometimes brutally honest reviews, and Charlotte-based comedian Tim Shropshire, who has found success through viral food reaction content. Barstool Sports’ Dave Portnoy, whose One Bite Pizza Reviews helped pioneer the trend back in 2013, recently visited Charlotte, rating Bird Pizzeria (7.3), Zio Casual Italian (6.8), Sal’s Pizza Factory (7.3), Geno D’s Pizza (7.4), and King of Fire (4.9).
@stoolpresidenteI may have found the best pizza in Charlotte
♬ original sound – Dave Portnoy
While Lee hasn’t announced the exact date of his arrival in North Carolina, fans and restaurant owners alike are encouraged to DM, email ([email protected]), comment, or tag him on social media to suggest local spots.
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