TikTok influencer’s viral video keeps Charlotte restaurant in business

Gary Brode,

CHARLOTTE, NC — A local restaurant on the verge of closing gets a big boost in the 11th hour.

Crav’n Caribbean was days away from shutting down, until a famous TikTok influencer walked through their doors. Now, the struggling business is already seeing the Keith Lee effect.

It’s the video Carlos Abrahams has been waiting for.

In the early hours of Friday morning, world famous social media influencer, Keith Lee, posted this video to TikTok.

Lee visits small restaurants around the country. His videos are so popular, customers tend to flock to the business within hours of the post. It’s called the Keith Lee Effect. Crav’n Carribean is already seeing it.

“I saw the plate that he ordered, and I was like, that looks really good and if I’m really hungry, I want to come try this,” explained first time customer, Olabanji Osifowokan.

Abrahams messaged the influencer back in October, requesting a review. That request went unread for months. When the restaurant owner woke Friday morning, he knew his life had changed.

“This is like a huge thing because I’ve literally seen him turn businesses around like that were on the verge of closing,” explained Abrahams.

Keith Lee’s surprise arrival couldn’t have come at a better time. Abrahams tells WCCB’s Gary Brode, the owner was thinking about closing on the same day.

After nearly four years, Abrahams business was failing. The disabled veteran was struggling to pay the bills. Plus, in December he and his wife had quadruplets, giving them a total of 7 kids.

“I don’t know (how I manage it). People have been telling me. I’ve been managing it well, but I don’t feel like it,” explained Abrahams.

The TikTok review was viewed more than half a million times in the first 19 hours. Abrahams says he’s seen a huge boost already at his ghost kitchen restaurant and expects the weekend rush to be even bigger.

“You don’t understand, like how much this has helped. A few days ago I was crying and now I’m smiling,” Abrahams said of the review.