The journey began with a $500 fee and a complimentary meal at Hollywood Thai. This was the amount a family-owned Thai Town restaurant paid an influencer for one social media post. When the post did not appear immediately, the restaurant owners expressed their frustration on Instagram, resulting in an uproar online. Many comments criticized the influencer, who boasts over 1.5 million Instagram followers.
When small, family-run restaurants engage influencers to promote their business, there are few clear guidelines to follow. A series of recent disputes highlights the complexities and challenges faced by these restaurants in the competitive restaurant industry. Some see influencers as vital for spreading the word and marketing. Others find it challenging to assess if such posts bring in new customers.
In Los Angeles, several restaurants mentioned feeling professionally ignored. This led to account deletions, fake legal threats, allegations of purchased followers, and numerous harassing comments on creators’ accounts.
Mahidol “Joe” Pimpa’s Hollywood Thai restaurant used to thrive, attracting Thai tourists and other restaurateurs for its popular dishes like satay and pad Thai Sukhothai. However, post-pandemic, business dwindled. To counter this, Pimpa hired a part-time social media manager and partnered with influencers for promotional deals, providing them food in exchange for posts.
In one such collaboration, influencer Christian Garcia was paid $500 and given food worth nearly $100. Despite these efforts, Garcia posted the content three months later, after being urged online. Garcia argued that Pimpa had given him the flexibility to take his time, which Pimpa denied.
The restaurant’s social media manager, Grace Lee, described the situation as unfortunate, especially for a small business. Garcia claimed misunderstanding and hinted at taking legal action but offered no further details. Messages revealed delays caused by Garcia’s video editor, leading to weeks of no response.
Garcia explained that he entered the influencer community after learning that some made $500 to $1,000 per post. He stated that his social media manager initiated the Hollywood Thai deal, with an initial request for $575 per reel. The restaurant countered with $500 plus comped meals.
Typically, Hollywood Thai did not pay influencers, offering complimentary meals instead. They made an exception for Garcia, but regretted not examining his engagement levels more thoroughly. Garcia denied any accusations of buying followers and maintained he did not want to become a sensational story online.
After prolonged prompts and posts demanding accountability from Hollywood Thai and other influencers, Garcia finally shared a video about the restaurant. Pimpa mentioned that they are now changing their strategy, focusing on more traditional methods rather than compensating influencers.
The dispute had negative repercussions for Garcia, who received hateful feedback targeting his race and weight. He asserted that he fulfilled his agreement and apologized, but believed the restaurant preferred to present themselves as victims.
Another Los Angeles restaurant, Relentless Brewing and Spirits, faced similar issues. Co-owner Doris Hess shared how influencer Richard Lee delayed sharing a promised video for almost a year. After confrontation and rising pressures, Lee issued an apology and refunded the restaurant $1,500. Hess noted they will still work with influencers but won’t offer significant sums anymore.
Another incident involved Men & Beasts in Echo Park confronting influencer sisters Sarah and Leah Marie Talabi. The restaurant agreed to a meal exchange for promotional posts. However, the influencers did not deliver as promised, causing financial strain. The restaurant shared the story online resulting in social media backlash.
Despite public disappointments, many restaurants, including Men & Beasts, plan to continue collaborating with influencers. This marketing strategy remains vital for independent businesses with limited advertising budgets. Lessons learned have made them cautious about future partnerships, emphasizing transparency and careful selection of influencers.
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