One TikTok in November 2022 did more than send a few extra hungry night owls to a Chinatown parking lot. It took a low-key Las Vegas food truck, 303 In the Cut, from a handful of nightly orders to a multi-location operation with a growing payroll, and it turned owner Guiliano Raso into an unofficial coach for other small-business hopefuls trying to make it in the valley.
That leap is part of what fans call the "Keith Lee effect," where a single visit from the influencer can drown a food vendor in views and customers almost overnight. As Axios notes, Lee has boosted spots across the country, and his November 2022 stop in Las Vegas helped push 303 In the Cut into an entirely new level of demand. The response forced Raso to scramble and scale up fast to keep up with lines that suddenly stretched deep into the night.
Viral Views Turn Late-Night Lines Into Steady Paychecks
According to the Las Vegas Review-Journal, business on the truck jumped sharply once the TikTok attention hit, and the social following ballooned into the hundreds of thousands. The outlet highlights menu favorites like the top-selling burrito along with house desserts, and traces how those orders powered a shift from a two-person grind to a multi-shift crew. Those extra tickets did not just mean busier nights. They meant more reliable paychecks and enough breathing room for Raso to think beyond survival mode.
From One Truck To A Three-Stop Operation
Raso has since converted that viral surge into a wider footprint. 303 In the Cut still holds down a late-night slot in Chinatown outside Play It Again Sam's, and it also runs a truck in Centennial Hills. In April, the business added a brick-and-mortar location on South Durango. The company posts its hours, menu and locations on its official website, where it also promotes catering and events. By mixing late-night and daytime service across different parts of the valley, the business taps into several crowds instead of relying on just one corner of town.
Mentor, Connector And Local Booster
Raso told the Review-Journal he sees his good fortune as a chance to pull others up with him. "There’s plenty for all of us," he said, explaining how he now walks would-be restaurateurs through tricky details like permits, licensing and how to set workable hours. The paper details his help for entrepreneurs who launched La Churrera in December 2025 and reports that 303 In the Cut now supports roughly two dozen employees as it has grown. For small operators, that kind of nuts-and-bolts guidance on paperwork, scheduling and promotion is exactly the stuff that can determine whether a concept opens strong or stalls out.
Why Those Social Followers Really Count
Raso’s approach fits into a broader pattern in the local food world. A Vegas PBS profile of food-scene entrepreneurs has spotlighted how chefs and truck owners trade tips and audiences to build neighborhood-level ecosystems. In that context, his mix of hands-on mentoring and steady social media output turns followers into repeat customers and, just as important, into word-of-mouth marketers for neighboring businesses. For many small vendors, a viral bump only sticks if it is backed by consistency and community roots.
For Las Vegas small-business owners working with razor-thin margins, Raso’s playbook is straightforward but demanding: solid service, well-documented systems and social posts that push attention back toward other local spots. It is a path that has taken 303 In the Cut from a single-truck hustle to a multi-location employer. The return, he says, is not only higher revenue but more doors opening around town for fellow operators. Customers can track the truck’s schedule, check the menu and book catering or events through the 303 In the Cut website and its social media pages.
.jpg){kind=link}