Micro Influencer Power: The Lessons of the Kis Cafe Controversy

A recent incident at San Francisco’s Kis Cafe has spotlighted the consequences—and remarkable influence—of micro influencers in today’s digital landscape. The saga began when chef and co-owner Luke Sung reportedly belittled TikTok micro influencer @ItsKarlaBB, dismissing her content and follower count (then 15,000). Sung questioned the value of her work and audience, suggesting her community wasn’t a fit for his upscale restaurant. The influencer shared an emotional recount of this treatment in a TikTok video that quickly went viral, amassing more than 20 million views. Her follower count soared beyond 350,000 in the aftermath.

The backlash was swift: Kis Cafe’s online reviews plummeted, Luke Sung issued a public apology and resigned, and the restaurant announced its permanent closure—all within days. The episode provides a cautionary tale for brands that underestimate the reach and relevance of micro influencers in shaping consumer perception and business outcomes.

A micro influencer is a content creator with a social media following typically between 1,000 and 100,000. Unlike celebrities, they are often regular people–enthusiasts, hobbyists, or local experts–who focus on specific niches such as food, fashion, tech, travel, or parenting. Audiences are highly engaged and view micro influencers as trusted insiders.

• Authenticity & Trust: Micro influencers build genuine, peer-like relationships with their followers, driving higher engagement and fostering trust. Followers are more likely to act on their recommendations than on those from celebrities.
• Cost-Effective & High ROI: Partnering with micro influencers is affordable, and campaigns tend to deliver better return on investment, especially for local businesses or emerging brands.
• Targeted Reach: Brands can access highly specific audiences, from vegan bakers to local diners, by selecting influencers whose communities naturally align with their products.
• Crisis & Reputation Power: As seen in the Kis Cafe case, micro influencers can both uplift and challenge brands, wielding real sway over public perception and business survival.

Top micro influencer verticals include: food, local restaurants, beauty, wellness, travel, finance, parenting, pets, tech, DIY, and niche hobbies.

• @ItsKarlaBB (TikTok): Food and lifestyle influencer who triggered mass public response over the Kis Cafe controversy, demonstrating the real-world impact of micro influencer voices.
• Trader Joe’s Kitchen (@traderjoeskitchen, Instagram): Focuses on creative food content, driving strong engagement for brands in the grocery sector.
• Michela | Break Your Budget (@breakyourbudget, TikTok): Personal finance for young professionals, helping brands reach millennial and Gen Z audiences.
• Rebecca Pytell (@rebeccagf666, Instagram): Gluten-free/vegan lifestyle, with expertise positioning her as an authority in health and wellness.
• Jennifer Hsiao (@jennifer.hsiao, Instagram): Baking and pastry, illustrating value for food and cookware brands

The Kis Cafe fallout offers a sharp lesson: micro influencers are not just “small fish”—they’re key connectors with the power to shape (or shake) reputations. Brands that embrace these creators for their authenticity, trust, and precision targeting can drive outsized engagement, loyalty, and revenue. Underestimating or disrespecting their influence, as Kis Cafe discovered, can be costly.

It is best to be courteous in business dealings; how you treat creatives and freelancers matters. Beyond the concern of the reach of a creator, backlash is always a possibility. I personally think that if you treat others in the way you would like to be treated, the mutual respect leads to better working relations and mutual success

Sources Cited

https://sproutsocial.com/insights/microinfluencer-marketing/

https://sfstandard.com/2025/07/24/kis-cafe-influencer-luke-sung-yelp-viral/

https://www.cmswire.com/digital-marketing/social-media-influencers-mega-macro-micro-or-nano/

https://www.tribegroup.co/blog/what-is-a-micro-influencer

https://www.uschamber.com/co/grow/marketing/small-business-micro-influencers

https://www.linkedin.com/pulse/rise-micro-influencers-smarter-marketing-smaller-scale-ryxhc

About the Author

Nikki Lopez is a seasoned professional with over a decade of experience in the startup world, specializing in leveraging creative content and community building to empower content creators. Known for a strategic approach and a deep understanding of audience needs, Nikki has a proven track record of leading the development of engaging content strategies and guiding the growth of thriving communities. Her leadership focuses on fostering meaningful interactions and impactful journeys for both creators and their audiences.