Hollywood Thai started their venture with a $500 investment and a meal for an influencer, hoping this collaboration would bring increased attention to their family-run restaurant. When the social media post from the influencer did not appear promptly, the restaurant publicly criticized the influencer. The influencer, boasting over 1.5 million followers, faced online backlash, leading to a heated exchange.
Family-run restaurants often face challenges when engaging social media influencers for promotion. While some believe influencers effectively spread the word and serve as valuable marketing tools, others remain uncertain about the tangible impact on customer footfall.
Hollywood Thai, known for dishes like sautéed clams and pad Thai Sukhothai, decided to collaborate with influencer Christian Garcia. They provided him with $500 and $100 worth of food. However, the influencer didn’t share his post until April, after mounting public pressure. A disagreement ensued regarding the timing of the post, with Garcia claiming he was given leniency, which the restaurant denied.
Garcia, who entered the food-influencing scene to earn between $500 and $1,000 per post, initially did not contact Hollywood Thai directly. Instead, his social media manager requested $575, settling for $500 and complimentary food when negotiating with the restaurant’s social media manager, Grace Lee.
After weeks of no contact, Garcia cited delays with his video editor as the reason for his absence. Both sides accused each other of misunderstanding and defamation. After the incident, Garcia and his team decided on the necessity of signed contracts before filming and posting.
Another restaurant, Relentless Brewing and Spirits in Eagle Rock, shared a similar story. Owner Doris Hess recounted partnering with influencer Richard Lee, who failed to post a promised video in exchange for a celebratory meal. Despite providing $800 worth of food and drinks and paying $400 later, Lee delayed posting until April, months after the agreed date.
Public acknowledgment from influencers sometimes leads to a delayed but realized commitment. Lee eventually posted a video and refunded Relentless Brewing $1,500 after online criticism. Hess remains open to influencer collaborations but wary of significant cash payments for such partnerships.
In Echo Park, Men & Beasts encountered issues with influencers Sarah and Leah Marie Talabi. Restaurant owners provided a meal valued at around $500, expecting posts across various platforms, which never fully materialized. Talabi’s claim of including other influential accounts in promotion activities proved unfounded.
Despite setbacks, Men & Beasts persist in working with influencers due to the marketing limitations smaller restaurants face. Their experience underscores the importance of carefully selecting and managing influencer relationships. Falco acknowledges the powerful role social media plays in attracting new patrons, yet emphasizes the need for strategic engagements.