Independent restaurants are the backbone of communities, yet many face financial pressures, limited visibility, and systemic inequities that make survival difficult. Toast, a company built to champion restaurants of all sizes, sought to take meaningful action to support this community while staying true to its mission.
The result was the “It’s the Little Things” Giveaway, a $150,000 program created by Toast to provide direct financial relief and elevate restaurant voices. To bring the campaign to life, Toast partnered with Keith Lee, one of the most trusted food reviewers and cultural influencers in the country. Known for his authenticity and commitment to highlighting small businesses, Keith helped extend the campaign’s reach to millions of people who care deeply about restaurant culture.
The strategy combined Toast’s leadership in the restaurant industry with Keith’s community-driven influence. The campaign launched on TikTok with Keith introducing the giveaway, immediately sparking awareness and organic conversation. Toast then amplified the initiative across its newsroom, press partnerships, and earned media, with coverage from outlets including Eater and Nation’s Restaurant News. Every channel reinforced the same message: community comes first, culture matters, and small actions can create lasting impact for restaurants.
The “It’s the Little Things” Giveaway delivered both financial and cultural impact, providing funds to restaurants while inspiring nationwide attention. By combining Toast’s mission with Keith Lee’s authentic voice, the campaign demonstrated how a brand and a creator can partner to create meaningful change for the restaurant industry.
What made the “It’s the Little Things” Giveaway distinct was the way it empowered community voices. Rather than relying only on applications, Keith Lee asked audiences to nominate their favorite restaurants. This mechanic transformed the initiative into a national act of advocacy. Thousands of nominations poured in, sparking a surge of positive mentions, heartfelt reviews, and local pride for restaurants across the country. Even businesses that did not win a grant experienced meaningful benefits from the spotlight, as recognition itself amplified word of mouth and drove new visibility.
The program was also unique in structure. It was a brand-led idea from Toast, paired with a creator whose reputation for honesty made the campaign both trusted and culturally relevant. This was not a typical influencer sponsorship but a collaboration that put restaurants at the center. The combination of Toast’s mission with Keith’s reach bridged two worlds rarely connected: the authenticity of creator-driven culture and the authority of industry press.
The campaign gained coverage in outlets like Eater and Nation’s Restaurant News, extending its impact beyond social media into national conversations about the future of independent restaurants. The ripple effects ensured that the benefits of the campaign reached far beyond the $150,000 in grants, leaving restaurants across the country with new recognition, stronger community ties, and lasting momentum.
The “It’s the Little Things” Giveaway created visible, lasting impact for restaurants and their communities. Winners used the opportunity to grow in tangible ways: Shapiro Pizzeria launched a food influencer program with a creator day, Amici refreshed their guest experience and celebrated the anniversary of Keith Lee’s first visit that transformed their business, and The Puddery is expanding thanks to the funds and new visibility. Every winner also received Toast for a year, strengthening their ability to operate and grow. The ripple extended far beyond those who won. By inviting audiences to nominate their favorite restaurants, the campaign sparked thousands of public endorsements, reviews, and shoutouts, creating priceless word of mouth for businesses across the country. Even restaurants that did not receive funding experienced a wave of positive mentions and new community support. The cultural reach matched the business impact: the launch post drove 250,000 engagements at a 19 percent rate (six times Toast’s benchmark), and Keith Lee’s campaign content earned 5.5 million video views, 463,605 engagements, and nearly $800,000 in earned media value. Together, the program provided not only financial relief but also community pride and visibility that lifted restaurants nationwide.
