The Challenges of Partnering with Influencers: Insights from Los Angeles Restaurants

Hollywood Thai’s Experience

Hollywood Thai, a family-run restaurant in Thai Town, faced challenges after hiring an influencer, Christian Garcia, to promote their offerings. The restaurant offered $500 and complimentary meals in exchange for a single social media post. However, the post was delayed, leading the restaurant owners to express their frustrations on Instagram. The incident drew attention from the internet, resulting in public criticism of Garcia, who has over 1.5 million Instagram followers.

Family-run establishments often engage influencers to boost visibility, yet this collaboration highlighted the difficulties in managing such partnerships. While some restaurateurs value social media influence, others question its impact on attracting new customers.

Confrontation and Miscommunication

Garcia claims that Hollywood Thai’s social media manager allowed ample time for the post, which was disputed by the restaurant. Garcia’s video editor was reportedly delayed, causing further frustration. Eventually, Garcia published the video after multiple reminders from restaurant and social media figures demanding accountability.

Changing Practices Among Influencers and Restaurants

Hollywood Thai’s social media manager, Grace Lee, coordinated the deal and now plans to change how they collaborate with influencers. The restaurant will no longer pay for promotional posts. Similarly, Garcia aims to secure written agreements before starting new ventures to prevent miscommunication.

The fallout from the incident led to Garcia receiving negative comments about personal aspects and slowed his collaborations, though he maintains he supplied the content and did not receive an apology.

The Experience of Relentless Brewing

Doris Hess, co-owner of Relentless Brewing in Eagle Rock, shared a similar story involving influencer Richard Lee, also known as Bap Ross. Lee was provided with complimentary food and drink in exchange for posting a video, ideally before the brewery’s anniversary. However, the video was only posted nearly a year later.

This prompted Hess to share her experience online after witnessing Hollywood Thai’s struggles. Lee apologized publicly and reimbursed the brewery, acknowledging he had not delivered on his promise. Hess still plans to collaborate with influencers but without large payments.

Men & Beasts and the Talabi Twins

Men & Beasts, a plant-based Chinese restaurant in Echo Park, partnered with Leah Marie Talabi for social media coverage. In exchange for a meal for six, Talabi promised multiple posts. Although an immediate Instagram story followed, other promised posts did not materialize. Efforts to engage with Talabi and other influencers from the meal were met with silence.

The situation culminated in DaadiSnacks, a social media figure, highlighting the issue and exploring legal threats from an alleged lawyer. The Talabi twins made their account private amid backlash but continued posting content on TikTok.

Co-owner Alex Falco intends Men & Beasts to continue influencer partnerships. Feedback from customers often reveals social media posts as the primary source of awareness. Falco plans more selective collaborations while recognizing the necessity of influencer engagement for marketing outreach.