Challenges of Influencer Collaborations for Family-Run Restaurants

Hollywood Thai, a family-owned restaurant in Thai Town, found itself in a dispute involving a social media influencer. This situation began with a $500 payment and a complimentary meal, offered in exchange for a single social media post. When the post did not appear promptly, the restaurant publicly expressed their frustrations on Instagram. This sparked widespread online commentary, criticizing the influencer with over 1.5 million Instagram followers.

The growing number of conflicts between small businesses and influencers underscores the challenges family-run restaurants face in the restaurant industry’s tough economic climate. Some restaurants find influencers beneficial for marketing, while others struggle to see tangible returns from such engagements.

“Taking advantage of any business really is not great, but a small, family-owned business?” said Grace Lee, social media manager for Hollywood Thai.

In early 2025, Mahidol “Joe” Pimpa’s Hollywood Thai shifted strategy by hiring a part-time social media manager and working with influencers, exchanging meals for posts. In January, they partnered with Christian Garcia, offering him $500 and $100 worth of food. However, Garcia delayed posting until April, following online backlash.

Garcia claims Pimpa said he could take his time posting the video, but Pimpa denied this. Garcia’s explanation pointed to delays in video editing, and he eventually stopped responding to Hollywood Thai.

Garcia started in the food influencer field after realizing the earning potential of $500 to $1,000 per post. Despite the Hollywood Thai incident, Garcia maintains he delivered and apologized, even though the restaurant denies receiving an apology.

Other Los Angeles restaurateurs, like Doris Hess of Relentless Brewing and Spirits, shared similar experiences. Hess provided significant value in food and drink for a video post that was delayed until months later, highlighting the difficulties faced by small business owners in these agreements.

Echo Park’s Men & Beasts restaurant encountered issues with influencer Leah Marie Talabi. They offered her and her sister a meal worth approximately $500, only to receive temporary Instagram stories as their posts. The restaurant’s social media outreach failed to secure the agreed content, leading to further complications.

Despite these setbacks, Men & Beasts acknowledges the importance of influencer partnerships for exposure. They now proceed more cautiously, aware of the risks and benefits influencers offer.