A senior chef at a San Francisco restaurant was dismissed after a dispute with a social media influencer escalated into a viral online controversy.
The incident began when a TikTok creator shared a video describing her experience during what she said was meant to be a promotional visit to Kis Cafe, where she had been invited to create content in exchange for a complimentary meal.
According to the influencer, the situation changed shortly after she arrived at the restaurant.
She claimed the chef questioned staff about her presence and asked about her social media following.
When told she had around 15,000 followers at the time, she said the chef responded by suggesting she was not “famous enough” to justify receiving a free meal.
.jpg_kpmV7g?tr=cr-0.0.594.397,f-webp,q-75)
The influencer also alleged that he criticised her content in front of her, questioned her understanding of the restaurant’s reputation, and made comparisons to other creators.
She said the exchange left her feeling embarrassed and distressed, and she ultimately left the venue in tears.
The video quickly gained widespread attention online, attracting millions of views and sparking intense debate.
While many viewers condemned the chef’s alleged remarks as unprofessional and demeaning, others questioned the broader expectations surrounding influencer marketing and the growing normalisation of free meals in exchange for online exposure.
As the discussion spread beyond social media, the restaurant became the focus of sustained public criticism.
Within days of the video going viral, the restaurant issued a public statement confirming that the chef was no longer part of the business.
The statement described the behaviour at the centre of the controversy as unacceptable and said it did not reflect the values of the wider team.
The restaurant also announced it would temporarily close while it reviewed internal processes and restructured in the wake of the backlash.
Following his dismissal, the chef issued an apology acknowledging that his conduct during the interaction was inappropriate and expressing regret for how the situation was handled.
He said he accepted responsibility for the outcome and the impact his actions had on both the influencer and the restaurant.