The power of social media influencer's endorsement is once again on display, with Pearland's The Puddery dessert shop reaping the rewards of a viral TikTok review. Janel Prator, owner of the Black woman-owned business, witnessed her daily customer count skyrocket from less than 10 to nearly 200 after TikTok foodie Keith Lee featured her desserts. In an interview with Houston Chronicle, Prator shared how her life changed overnight, "I was so used to coming and going, sometimes closing early because I didn't have customers," she said. "It was definitely a change and took a little adjusting but I think, now, I'm kind of used to it."
Prator's fortunes turned when she actively sought Lee's attention during his Houston tour last November, a move that culminated in a $2,000 tip and an explosive increase in pudding demand. Pre-Lee, The Puddery saw a trickle of patrons, but post-review weekdays now see around 130 customers, with weekends even busier. Prator told Chron.com, "The line that I have now? I saw that in my mind before it even happened!"
The "Keith Lee effect" goes beyond The Puddery, with the TikToker’s reviews boosting profiles and profits for other local enterprises. A recent recipient of his attention, HTX Food Plug, also caught Lee's favorable eye for their Hot Cheetos Boudin Balls, receiving a generous $2,500 tip. The owner, Ishmael Wilson, expressed his gratitude on social media, revealing that he purchased new appliances with the funds.
This month, Prator's success story will hit the national stage as she is featured on the second episode of BET's "America in Black." The series, which highlights important stories impacting Black America, will showcase Prator alongside other guests including Grammy-winner Victoria Monét and Maryland Governor Wes Moore. "I'm glad that BET took the time to come out and highlight these businesses," Prator said in a statement obtained by Houston Chronicle. "I think it's really important that not only do they highlight entertainment but real things and business that's going on in our community in order to inspire others who are small businesses to continue to push through."
