the reheat — tarinee rajaraman new site

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the reheat | keith lee

One viral review can change a restaurant’s life, but what happens after the hype? Keith Lee, TikTok’s most trusted food critic, has catapulted countless Black-owned businesses into the spotlight with his honest reviews. The result is now known as The Keith Lee Effect—an overwhelming wave of attention that brings both opportunity and challenge.

Long lines, inventory strain, and growing expectations can stretch small businesses thin. In The Reheat with Keith Lee, we partnered with Microsoft to help restaurants not just survive the surge, but sustain it. Through a docu-style video series, Keith returns to the spots he once reviewed, this time with Microsoft Copilot. Together, they show how AI can help small business owners future-proof their operations, turning virality into longevity and giving The Keith Lee Effect the staying power it deserves.

the case study video

the episodes