A South Florida food truck has become the latest beneficiary of the "Keith Lee Effect" after the famous TikTok food critic paid an unannounced visit to Coop's Pit BBQ. Keith Lee, a mixed martial arts fighter turned food blogger with a hefty follower count exceeding 16 million on TikTok, has a knack for sending customers flocking to eateries he reviews. His taste test at the Miami-based BBQ truck has led to a surge in popularity and long lines, as fans rush to try out the food that earned Lee's thumbs up.
According to a CBS News Miami report, Lee's visit was unexpected, but the results were immediately evident. Torris Cooper, who was working solo at the time, was initially taken aback by Lee and his entourage's arrival. "This entourage of folks came in these big party vans, and we got out and it kind of spooked me because I was here alone — and I'm like in protective mode and I'm like whoa and I'm asking them what's going on," Cooper told CBS News Miami. The encounter quickly turned positive when Lee praised the food and generously left a $3,000 thank-you to the family-owned BBQ business.
Lee's glowing review and the accompanying financial boon come at a crucial time for Coop's Pit BBQ. At a time when supermarket prices have shot up over 20 percent since January 2021, such endorsements are invaluable. Torris Cooper acknowledged the timing, noting in a Miami Herald interview, "It couldn't come at a better time, you know, we're going into the summer where it slows up. Any kind of injection, it helps because it goes right back into business."
The Coopers, with a legacy stretching back to the 90s in the BBQ business, are no strangers to the food scene, yet this spotlight has propelled them to newfound local fame. Keith Lee's review and subsequent virality of his content have profoundly impacted their operations. They are now gearing up for what could only be described as a massive turnout, thanks to the widespread appeal of Lee's videos. The viral TikTok critic, renowned for his candid reviews, praised not just the food, but the outstanding customer service he received. "For us to just drive past this place and this be one of the best places we've had since we been here – even though we only tried two or three places so far – God don’t make no mistakes," Lee said in his video review, according to the Miami Herald.
As Coop's Pit BBQ anticipates a busy weekend and a need to quickly ramp up preparations, they remain grateful for the unexpected boost. With hopes to eventually establish a brick-and-mortar location, the family regards Lee's visit as an unforeseen stepping stone towards their dream. For now, though, Torris Cooper emphasizes the core values that this sudden fame underlines: "We treat everyone the same and we take care of everybody," he told the Miami Herald. "That's our rule. We take care of the people and, in turn, they kind of take care of us. It helps you build your brand and let folks know that you're a part of the fabric of the community."
