Toronto’s Pho Ngoc Yen is experiencing a surge in attention after a rave review from TikTok food critic Keith Lee, who declared the restaurant’s beef short rib pho “might be the best” he’s ever tasted. Lee, who boasts over 17 million followers on the platform, visited the Adelaide Street West eatery Sunday night during a brief 24-hour trip to the city for an undisclosed project. His enthusiastic endorsement, shared with his massive audience, is the latest example of the “Keith Lee Effect,” a phenomenon where his reviews can dramatically impact a restaurant’s business.
The review, which has garnered over 90,000 likes as of Tuesday, showcases Lee’s experience at Pho Ngoc Yen, highlighting the rich broth, fresh ingredients and generous use of lemongrass. He awarded the pho a score of 9.4 out of 10, a testament to his enjoyment. The power of Lee’s platform has become increasingly apparent, with restaurants often seeing a significant increase in customers following his visits. This phenomenon, known as the “Keith Lee Effect,” isn’t fresh to Toronto.
The “Keith Lee Effect” in Toronto: A Pattern of Demand
This isn’t the first time a Toronto eatery has felt the impact of a Keith Lee review. In April 2024, Sumaq, a shawarma restaurant in Scarborough, saw wait times double after Lee featured it on his TikTok account, according to CP24. Similarly, Biscuits to Baskets, a small bakery in Ajax, was reportedly forced to temporarily close its doors to manage the overwhelming rush of customers following Lee’s visit, as reported by CTV News. The bakery ultimately faced challenges related to zoning regulations and was forced to relocate.
Lee’s TikTok, embedded below, shows him ordering the beef short rib pho, along with fresh sugarcane and passionfruit juices. He can be heard saying, “You can’t tell me that don’t look amazing. I love Toronto,” before diving into the meal.
“This might be the best pho I’ve ever had in my life. It’s spicy, it’s fresh, the amount of lemongrass in here is incredible. It’s super rich,” Lee says in the video, clearly impressed with the dish.
Pho Ngoc Yen Prepares for an Influx
Tan Trinh, a co-owner of Pho Ngoc Yen, expressed both excitement and a touch of anxiety about the anticipated surge in business. “We’re anticipating that there’s going to be a lot of response to his video. We’re imagining that the traffic is going to be pretty busy,” Trinh said in an interview. The restaurant, which has three locations across the city, has already increased staffing levels to prepare for the expected influx of customers. Trinh noted that dining out has become more challenging for many due to the rising cost of living, making Lee’s endorsement particularly impactful.
“This guy is doing such a wonderful thing for the community. We truly appreciate that,” Trinh added. He confessed that he and his family haven’t been sleeping well since the video went live on Sunday, anxiously awaiting the arrival of new customers.
A History of Celebrity Endorsements
Pho Ngoc Yen isn’t unfamiliar with celebrity attention. Over the summer, American R&B singer Kehlani also praised the restaurant’s Adelaide Street location on TikTok, calling it the “best” Vietnamese food she’d ever had, according to CP24. That endorsement led to a three-month-long increase in business, prompting the restaurant to proactively increase staffing this time around.
“I would like to thank Keith for visiting Toronto and for coming into our establishment and make such a wonderful difference for everybody in the community and for my staff, especially, they truly appreciate that,” Trinh said. “For us, to come in and enjoy our service and our product like that, it just speaks volumes. We truly appreciate him coming.”
Understanding Keith Lee’s Influence
Keith Lee’s rise to prominence as a food critic is a relatively recent phenomenon, fueled by the power of TikTok. Unlike traditional food critics, Lee often focuses on smaller, family-owned businesses, and his reviews are known for their authenticity and straightforwardness. He often visits restaurants anonymously and provides honest feedback, which resonates with his large and engaged audience. His approach has made him a powerful force in the food industry, capable of significantly impacting a restaurant’s success.
The long-term effects of Lee’s visit to Pho Ngoc Yen remain to be seen. However, the restaurant is bracing for a busy week and hoping to capitalize on the increased attention. Pho Ngoc Yen’s owners are preparing for a sustained increase in demand, and are focused on maintaining the quality and service that earned them Lee’s impressive 9.4 rating. The restaurant will continue to monitor customer feedback and adjust staffing levels as needed.
As Pho Ngoc Yen prepares for the anticipated rush, the restaurant is encouraging customers to check their social media channels for updates on wait times and potential changes to operating hours. The next few weeks will be a crucial test for the restaurant, and a clear indication of the lasting power of the “Keith Lee Effect.”
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