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Keith Lee Invests In Brooklyn Dumpling Shop
Image courtesy of Keith Lee
Keith Lee, arguably the world’s biggest food influencer, is making his first investment in a restaurant brand — the Asian fusion chain Brooklyn Dumpling Shop.
Why It Hits: There’s nothing new about digital creators investing in brands, but Keith Lee has a unique effect — when he visits a spot, visits and sales go through the roof almost immediately. People unequivocally trust his taste. By taking the step to become a legitimate shareholder and ambassador for the company, Brooklyn Dumpling Shop has the opportunity to grow into a top national chain.
Between The Bites: Keith Lee must really love dumplings.
Lee is investing an undisclosed amount in Brooklyn Dumpling Shop, which has 22 locations across the US and Canada, as well as a retail frozen-dumpling business sold at Costco and Walmart.
The creator also struck a multi-year content partnership with the brand, which will include him making videos about the restaurant and making in-person appearances at locations (he’ll be at the Dallas location today).
The restaurant will also be included in his inaugural FamiLee Day food festival in New Orleans on March 16th.
Final Order: With over 20 million followers across social platforms, Lee has the ability to put any restaurant on the map — or even launch his own brand like MrBeast. But the ability to juice sales doesn’t necessarily mean the product will be great (looking at you, Beast Burgers), which Lee seems to recognize. Quality and accessibility are what Lee celebrates in his content, so partnering with a brand that embodies those traits was always likely the right move.
And now dumplings sound pretty good for lunch.
Next Meal: Brooklyn Dumpling Shop is planning a major North American expansion, so expect Lee to play a crucial role in rallying the community whenever a new location opens.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.