It’s not over: The ‘Keith Lee effect’ hits a pop-up outside Hollins Market

He got it, he tried it, now former MMA fighter turned foodie Keith Lee appears to be wrapping up what’s left of his pit stop in Charm City with a street vendor outside Hollins Market.

In recent weeks, Lee gave a multi-video series tour through the city to his more than 16 million social media followers, showcasing small mom-and-pop eateries across what he called the “DMV” — a term Baltimore residents largely reject for their hometown.

But in this case, Baltimore’s inclusion in Lee’s somewhat nebulous endeavor to highlight regional Black-owned businesses was welcomed with open arms, according to Oh Honey on the Bay, which received a surprise visit from the TikTokker on Aug. 24.

In Lee’s latest video, posted late Sunday night, he responded to a tip referring to Oh Honey on the Bay’s Funky Fish Sandwich as “home of the biggest and best sandwiches in the world” by picking apart the shop’s deep-fried swai in the front seat of his Hyundai. After multiple attempts to neatly chow down on the flour-battered filet with a bun about a quarter of its size, he praised the meal for being “some of the best fish.”

“Would I call it a fish sandwich? No. Would I call it great fish? Absolutely,” he said.

The mixture of honey, Old Bay Seasoning and hot sauce on the sandwich could be seen dripping from the food connoisseur’s fingers. The vendor, which sits across from the soon-to-reopen Hollins Market at a fashion and event space known as City of Gods, ranked a 9 out of 10, according to Lee. It’s a higher ranking than most recent establishments — especially those in the Washington, D.C., area — visited by Lee and his family, who pick up the food to keep Lee’s celebrity identity from interfering with the customer service.

Fame is about the only factor Lee attempts to isolate from his foodie experiment: The meals don’t vary much, the critiques are brief and you can often tell which will prompt a glowing review before he finishes the first bite — always from the passenger seat. Yet it’s the fame that makes Lee’s videos carry weight for the still-developing businesses he chooses to frequent.

After photos posted by the establishment showed that Lee had tried Oh Honey on the Bay, lines stretched from the tent down Hollins Street. Multiple videos posted to the business’s social media account showed longtime customers shocked by the newfound interest, all before Lee had even posted a video.

“I used to come here all the time as a kid, but it did not look like this at all,” said one customer, panning their camera to show the crowd. “We’ve had this before but Keith Lee came so I recorded this time,” said another customer, whose video showed people similarly stuffing their faces with fried fish.

“Your presence and appreciation for our Funky Fish Sandwich left us in awe,” Oh Honey in the Bay, which did not respond to requests for comment, wrote on Instagram on Aug. 26. “We are forever grateful for you shining a light on our hard work and passion.”

It’s a phenomenon now felt by others in the Baltimore area. Berries by Quicha, a business on 920 Light St. that sells eclectic chocolate-covered strawberries, from the tequila-infused to the shortcake-inspired, received a review on Aug. 30. While the results were mixed — Lee was “not a fan” of their ice cream sundae flavor, which included cherry and sprinkles — he still gave the business a 7.5 out of 10.

Then came the public’s response. The same day Lee’s video published on social media, the business said their first location had sold out. Their follow-up video showed only a few berries left on shelves, with staff singing and dancing: “I am sold out, no more berries, I am sold out.”

Rooted Rotisserie also received Lee’s “stamp of approval” after a sparkling review, which, as with the other shops, led to a multi-thousand-dollar tip. Lee called the French-inspired chicken bistro “one of my favorite restaurants I had in awhile” and ranked the chicken a 9.2 out of 10. Just a few hours after the TikTok was posted, business owner Amanda Burton told The Banner that online reservations were “popping way up” with 18 dinners booked on a night that usually reels in just one. Lee also covered about $2,000 worth of diners’ meals that night, an added bonus to the “Keith Lee Effect.”

It’s unclear how many more Baltimore businesses, if any, will be graced with the star power of Lee’s videos in the coming weeks after the conclusion of his tour around the region (which also included a stop at Kahler’s Crabhouse in Rosedale).

Three days ago, the foodie released a video from Chicago, where he attempted to show viewers he could do “more than just eat fried foods” over his center console. So he parked the Hyundai and walked into a Nobu. It didn’t go over so well: After ordering an assortment of the more pricey dishes, like thinly sliced toro with caviar, wagyu dumplings and a collection of nigiri, he gave the restaurant a 6.5 out of 10.

Still, it was a brazen attempt to show viewers there’s more to him and his palate than meets the eye. Could that, just maybe, be Baltimore’s effect?