When NEMS opened his restaurant two years ago, he knew he had to harness social media. The platform is his number one commercial, he says. Influencers have become a mainstay at BOA, where rumors run wild that Fletcher Greene—the paparazzo behind the popular Hollywood Fix blog—and the stars dining there often coordinate plans.

Dae

A Carroll Gardens cafe and home-goods shop called Dae is a tribute to founder Amber Fillerup’s love of travel, but she wants nothing to do with the hair influencers who flock there to show off their extensions. “I’ve seen people literally doing photo shoots — they’ll come in and just get one drink and stay for two hours,” she says. “Some of them don’t even order anything, but they’re here to use this space for their reel.” Listen in on this week’s episode of Into It. (Or, check it out here).)

Into It is a podcast about the world’s most interesting businesses.

Lucia Of Avenue X

With a strong reputation on Reddit and Eater New York, Lucia of Avenue X is a popular pizzeria that’s set to open its second Manhattan location this fall. The restaurant is the work of Salvatore Carlino, a second-generation southern Brooklyn pizza shop owner. His parents owned Papa Leone’s Pizzeria in Manhattan Beach for decades before he opened his own shop.

He aims to bring old-school pizza to the borough’s upper Manhattan neighborhoods, and his new restaurant will be one of several new establishments bringing slices back to downtown. He’s partnered with local celebrity chef Frank Bruni to create an eclectic menu that includes pizza, pasta, salads, and calzones.

In the pre-pandemic days, influencers were a boon for restaurants, allowing them to draw in crowds with free food and good reviews. But in the post-pandemic era, some chefs are starting to turn away from giving out free meals to influencers in exchange for internet exposure. At Reverence, a fine dining restaurant in Harlem, influencers have been banned from taking photos or posting to social media.

But not everyone is convinced the ban on influencers is a good idea. Kasim Hardaway, a Kansas City-based influencer, has been working as an influencer for years and says the change is not only unnecessary but harmful to restaurants. He is also an advocate for more representation of women and minorities in the industry.

With TikTok’s resurgence, some Brooklyn businesses are struggling to keep up with the new competition. But not all influencers are alike, and some may be more valuable than others. On this episode of Into It, we explore how influencers are changing the face of New York’s food scene, and whether they can be trusted to provide accurate information about food.

Anthony & Son

At one point, New York had a handful of ambitious and exciting restaurants that operated out of impossibly narrow spaces. For fine dining, you went uptown; for buzzy American brasseries with bentwood cane-backed chairs and waiters wearing long white aprons, you stayed downtown. But in the age of Instagram and TikTok, restaurants like Anthony & Son are finding that influencers can cause them more trouble than they’re worth.

The restaurant’s co-owner, Carol Song, says she’s seen influencers bring Nikon cameras into the space and set up tripods to shoot their videos. She’s even seen people come in and stay for two hours without ordering anything, just to get the shots they need for their reel.

Song isn’t opposed to the influencers who frequent her shop, but she’s worried about how their presence could hurt her business. She claims that the influencers have made the atmosphere a bit too casual, and that they’re disrupting other customers’ experience. She also fears that the influencers’ constant presence is making her staff less attentive to their duties.

While many restaurateurs welcome the exposure that influencers can bring to their businesses, others are beginning to feel burnt out from providing free meals in exchange for social media clout. Earlier this year, Reverence, a fine-dining spot in Harlem, announced that it would no longer host influencers. The move came after it became clear that the restaurant was being overshadowed by influencer content and was losing out on revenue.

In addition to his acoustic-driven country music, Anthony is known for his podcasts. He is the creator of The Dollop, in which he tells notable stories from American history to his friend Gareth Reynolds. He has also created a second podcast, The Past Times, in which he picks a newspaper from a particular day in history and reads it to Reynolds and a guest.

His music has garnered attention from musicians and politicians. His hit song, “Rich Men North of Richmond,” recently topped Luke Combs’ cover of “Fast Car” and Morgan Wallen’s country anthem “Last Night.” In addition to his musical career, Anthony is also an activist and political commentator. He has a background in sales and currently works as a salesman at a local industrial manufacturing plant. He has previously appeared on a variety of podcasts, including the West Wing Thing and The Audit.

BOA Steakhouse

As a steakhouse in West Hollywood, BOA Steakhouse attracts plenty of people just looking for a good cut of beef. But this restaurant has a secret draw that doesn’t get much attention in the media: It’s a popular destination for social-media influencers to dine together. According to a New York Times piece, BOA has become the “go-to” spot for many of Gen Z’s most popular YouTubers and TikTokers. It all started in 2018 when gaming collective FaZe Clan visited the restaurant, and struck up a friendship with manager Paul Antosca. Then, when members of the group moved into a mansion in Hollywood Hills, they continued the tradition of dining at BOA.

The menu isn’t anything extraordinary, but it does offer plenty of options for every taste. The restaurant also has a wide selection of cocktails and wines. The service staff is friendly and attentive.

Some of the most popular dishes on the menu include the lump crab mac and cheese, which is a must-try. The ribeye is another crowd favorite. The steaks are cooked to perfection, and the mashed potatoes are delicious. The service is impeccable, and the atmosphere is a great place for a romantic night out.

In the past, influencers have used their large followings to promote products and services on their social media platforms. This practice, called influencer marketing, can be effective if it’s done correctly. However, it’s important for influencers to be aware of the risks associated with this type of marketing.

A Brooklyn cafe has reacted to this trend by banning its famous patrons from taking photos and videos inside the establishment. But what’s more interesting is the reason behind this ban. The cafe is worried that its business will be hampered by the influencers’ presence. The owners of the restaurant want to make sure their customers’ privacy is respected.

BOA Steakhouse is a must-visit for anyone visiting the city. The restaurant has a bold and modern design, as well as an extensive cocktail menu. This makes it a perfect choice for a date or a dinner with friends. In addition to its impressive wine list, the restaurant has a variety of other offerings, including a delicious burger.