In the algorithm-driven world of social media, Keith Lee has become a notable figure. Dubbed “The People’s Champ,” Lee’s journey from MMA fighter to popular food reviewer and now a collaborator with Microsoft showcases how his down-to-earth personality is gaining traction with both major corporations and urban communities. With over 16 million followers, Lee has not only showcased lesser-known food establishments but has also provided crucial assistance to Black-owned businesses across the country.
Keith Lee’s journey began in the wrestling ring. “I’ve been a professional fighter for 10 years. Food has always been extremely important to me, through wrestling in middle school, high school, and straight from high school to being a professional wrestler,” Lee shared in a recent interview with EBONY. His love for food, coupled with social anxiety, led him to TikTok during the COVID-19 pandemic. Initially, Lee recorded himself cooking for his wife and family, but soon his engaging and genuine reviews went viral. By late 2022, his following had skyrocketed, setting the stage for his next big move.
Lee’s dedication to small businesses created an opportunity to make a difference, “Microsoft and I share a vision. Our goal is to use our platform to support small businesses, and AI is a tool that hasn’t been fully explored yet. I’m thankful to be on the frontline with Microsoft, providing these tools to businesses so they can thrive,” Lee explained.
The collaboration birthed “The Reheat,” a series showcasing not just Lee’s reviews but his direct involvement in helping businesses thrive using AI. “One highlight has been seeing the transformative power of AI for these businesses. For example, using AI tools to streamline catering orders or reservations has been a game-changer. It saves time and energy, especially for small mom-and-pop spots where every second is valuable,” Lee noted.
Keith Lee (right) and Brandi Bond of Pretty Soul Kitchen. Image: Microsoft.
Lee elaborated, “The AI tool Copilot, for instance, helped Pretty Soul Kitchen in Las Vegas streamline their reservations and make their operations more efficient. It’s these practical applications that make a real difference.”
Lee observed common challenges in Black-owned restaurants, primarily visibility and marketing. “Many of these places are in food deserts, surrounded by few other food options. The only thing stopping them from reaching their audience is the marketing piece. That’s why I’m thankful we can offer free marketing to these restaurants,” he said.
“The Reheat with Keith Lee” features three standout restaurants: Pretty Soul Kitchen in Las Vegas, Brunchaholics in Dallas, and Mondays in New Orleans. Each has experienced “The Keith Lee Effect,” witnessing massive surges in business after Lee’s reviews. The series includes workshops where a Microsoft AI expert and Lee rotate, taste new dishes, and demonstrate AI tools like Copilot to the restaurateurs.
Keith Lee’s culinary tastes are as diverse as his journey. “My favorite food to cook is more of a soul food kind of person. I love mac and cheese, steak, and experimenting with chicken dishes like chicken lollipops or stuffed chicken breast,” Lee shared.
Reflecting on the impact of his work, Lee said, “The Keith Lee Effect has always just been a catalyst to boost marketing. But to continue the long-term effect, I’m very thankful Microsoft has been the partnership we were looking for.” He added, “I’m just myself at all times. As soon as I’m done eating food, I turn the camera off and go hang out with my family. It’s always a family affair, whether it’s in a sprinter with my kids, wife, mom, sister, or cousins.”
Microsoft”s Multicultural Team and Keith Lee. Image: Microsoft.
Keith Lee’s journey from a mixed martial arts fighter to a culinary and tech influencer shows the transformative power of leveraging platforms for community good. With Keith Lee’s focus on black establishments, it allows business owners to access free resources from “The Reheat” on an educational hub, including tips on utilizing AI-powered tools and solutions to advance their businesses.
As for the future, Lee remains open and optimistic. “Wherever I’m supposed to be, I’ll be. Fashion is something I’m really big into. I can see myself in the fashion space, and I can also see us venturing deeper into the food space. I didn’t think that I would be here, so I have no idea what the future holds. I’m just thankful to be a part of this journey,” he concluded.
Keith Lee’s partnership with Microsoft exemplifies the intersection of technology and community support. Through his dedication and innovative approach, Lee is not just changing lives—he’s shaping the future of Black-owned businesses for future prosperity.
