Best Viral Moment
The Week Keith Lee Was Here
When the influential TikTok food critic Keith Lee visited Dallas in January, all eyes were on the restaurants he chose to review. Businesses such as brunch spot Brunchaholics in DeSoto and Pakistani-TexMex ghost kitchen Halal Fusionz in Farmers Branch received praise and experienced “the Keith Lee effect,” which refers to businesses receiving a boost based on Lee’s recommendation. Food truck Sweetly Seasoned was not so lucky, as a viral scandal involving the owners pocketing a $4,000 tip meant to be shared by the staff resulted in its closure. We may be dealing with the aftermath of Keith Lee Week for years.