Marketing

Seattle area sushi concept shutters after Keith Lee 'worm' incident

The social media star actually liked the pay-by-the-pound FOB Sushi Bar. But then viewers saw something move in his sashimi.
sushi
At FOB Sushi, options are served buffet style and diners pay by the pound. | Photo: Shutterstock.

The operator of a pay-by-the-pound sushi restaurant in Seattle has closed three units after a Keith Lee review on TikTok appeared to show something moving in a piece of sashimi.

Lee, a hugely popular social media reviewer who has nearly 17 million followers on TikTok, did not say in the review that there was anything wrong with the sushi—other than the rice being somewhat gummy. But followers identified what they described as a worm that appears to move as Lee takes a bite of a piece of sashimi without rice.

The post prompted a flurry of new posts with a slowed-down closeup of the alleged critter, though it was not clear what it may have been.

Initially, the operators of FOB Sushi Bar called the claims of a worm in the sushi “entirely false.” 

But on Monday, the company announced on Instagram that it has closed its three units in Seattle and Bellevue, including two poke concepts, until further notice, saying, “We are conducting a thorough investigation to address the situation and will take all necessary measures to prevent it from happening again.”

Lee is known for igniting huge demand for restaurants he visits around the country, and his reviews are largely positive. Known as the “Keith Lee Effect,” praise from him can result in lines out the door that last for months.

In his initial review of FOB Sushi, Lee described it as “somewhere between Miami and Japan” in terms of freshness.

@keith_lee125 Fob Sushi taste test 💕 would you try it 💕 #foodcritic♬ original sound - Keith Lee

FOB Sushi is buffet style. Diners choose a box, large or small, and walk the line to choose the pieces they want at $14.99 per pound. Lee notes that he has a shellfish allergy, so he chose 10 pieces of non-shellfish options. 

The piece of sashimi with the alleged movement is rated 8.5 out of 10, “especially for the price. I would come for that by itself,” he said.

Later, in a second post this week, Lee told his fans he had suffered no ill effect. But he said he had spoken to another diner who had visited FOB Sushi the day after he was there. That person, who he did not identify, had been hospitalized, though he did not say why.

“If someone is ending up in the hospital and there’s something moving in food, I absolutely think there should be accountability taken, and that there’s something you can learn from it,” said Lee.

@keith_lee125 💕 Keith Speaks 💕 God Is Amazing 🙏🏽 #foodcritic♬ original sound - Keith Lee

The operators of FOB Sushi could not be reached for further comment.

 

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

The pizza business is changing. Just look at Papa Johns

The Bottom Line: The pizza chain is doing less of its own delivery and a lot more carryout. The data has massive implications for the business and its operators.

Financing

For McDonald's, an already strange year ends on a stranger note

The Bottom Line: The fast-food giant is again the recipient of unwitting publicity, this time over the capture of the alleged killer of United Healthcare’s CEO.

Emerging Brands

How Tony Gemignani is growing an agnostic pizza empire

In an increasingly polarized world, Tony's Pizza Napoletana in San Francisco is a place where the most rabid fans of New York, Roman, Detroit or any other style of pizza can dine together. It's an idea owner Tony Gemignani plans to grow with Slice House.

Trending

More from our partners