News Summary
On March 7, 2025, TikTok food critic Keith Lee visited Austin, Texas, where he dined at La Barbecue, awarding it a 9.5/10 for its pork ribs. His appearance at SXSW emphasized his influence on local restaurants. Lee’s endorsement could significantly boost La Barbecue’s visibility, impacting small businesses in the area. He also shared his journey as a food critic and his aspirations to support underprivileged eateries, marking a pivotal moment in the culinary scene.
Austin, Texas
What Happened
On March 7, 2025, TikTok food critic and former MMA fighter Keith Lee made his first visit to Austin, Texas. The highlight of his visit was dining at the Michelin-starred La Barbecue, where he awarded a rating of 9.5/10 for the restaurant’s pork ribs. This trip coincided with his participation in a panel discussion at the South by Southwest (SXSW) Festival, titled “Mastering the Art of Influencer Entrepreneurship.” Lee’s experience and insights on the challenges of being a food critic drew considerable attention during the event.
Who Is Affected
Keith Lee’s content reaches a broad audience. With a strong online presence of approximately 17 million followers on TikTok and 2.4 million on Instagram, his reviews significantly impact local businesses, particularly smaller or family-run establishments. La Barbecue stands to benefit from Lee’s high praise, especially given his demonstrated ability to drive customer traffic through his platform, a phenomenon often referred to as the “Keith Lee Effect.” This effect suggests that his endorsements can profoundly influence the success of local eateries, highlighting a shift in how restaurant promotion operates in the digital age.
Official Response
Lee shared his perspectives during the SXSW panel, discussing his aspirations within the culinary world as well as his commitment to supporting underprivileged businesses. He openly addressed his past struggles with eating disorders, emphasizing the importance of maintaining a balanced lifestyle as both an athlete and food reviewer. His sentiments reflect a commitment to authenticity and integrity in critiquing restaurants, as he prioritizes creativity over the pressures of analytics in content creation.
Impact
In addition to the rave reviews for La Barbecue, which is already popular with celebrities such as Prince Harry and Meghan Markle, Keith Lee’s endorsement could significantly elevate its visibility and patronage. His video review of the restaurant quickly amassed close to 3 million views, indicating a considerable interest in his evaluations. While he noted that some menu items were unavailable during his visit, the high-quality offerings, including an “excellent” macaroni and cheese rated at 8.6/10, contributed to a favorable impression overall, although he critiqued the brisket initially with a score of 7/10, later adjusting it to 8.2/10 after trying it with Carolina vinegar sauce.
What’s Next
Looking ahead, Keith Lee plans to expand his brand beyond food reviews, contemplating ventures into clothing design and the potential for opening his own restaurant featuring guest chefs in a rotating residency format. His interest in collaboration, such as with Ben & Jerry’s, suggests ambitions that stretch beyond traditional food critique. Furthermore, his exploration of barbecue could continue as he has highlighted the potential for further tastings in Austin, marking this visit as just one of many as he settles in the Dallas area.
Conclusion
As Keith Lee continues to solidify his position as a key influencer in the food criticism space, his visit to Austin serves as a pivotal point not only for La Barbecue but potentially for the wider culinary scene. His commitment to supporting local establishments, paired with his personal journey and growth, reflects a deeper narrative of community and passion within the evolving landscape of food advocacy.
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Additional Resources
- Eater Austin: Keith Lee SXSW Panel
- Wikipedia: Keith Lee (MMA Fighter)
- Austin American-Statesman: SXSW La Barbecue Review
- Google Search: Keith Lee La Barbecue Review
- Spectrum Local News: Keith Lee at SXSW
- Google Scholar: Keith Lee Food Critic
- CultureMap Austin: Keith Lee La Barbecue Review
- Encyclopedia Britannica: La Barbecue
- Eater Austin: Keith Lee SXSW
- Google News: Keith Lee SXSW 2025
Author: STAFF HERE AUSTIN WRITER
The AUSTIN STAFF WRITER represents the experienced team at HEREAustinTX.com, your go-to source for actionable local news and information in Austin, Travis County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as SXSW, Austin City Limits Music Festival, Formula 1 United States Grand Prix, and the Austin Film Festival. Our coverage extends to key organizations like the Greater Austin Chamber of Commerce and Visit Austin, plus leading businesses in technology, automotive, and retail that power the local economy such as Dell Technologies, Tesla, and Apple. As part of the broader HERE network, including HERECollegeStation.com, HEREDallas.com, HEREHouston.com, and HERESanAntonio.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
