Social Media Spotlight Can’t Pay the Bills in Brixton

A Brixton restaurant, hailed as “saved” by a viral TikTok, is still struggling three months after garnering more than half a million views, a BBC Radio appearance, and a visit from Stormzy

Salpike, known for its Latin dishes, was thrown into the spotlight in July. Marketing expert Monique Anderson noticed the struggling buisness lacked a marketing strategy and stepped in pro bono to help.

Her first TikTok drew 220,000 views, with follow-ups adding 400,000 more. Within three days, the business made more than it did in June.

One commenter called Salpike “the best hidden gem in south London.” Diners echoed the sentiment. “The food is delicious,” said local customer Carla Mendes, 28. “It feels like you’re eating in someone’s home.”

Even with the attention, the restaurant is at risk of closure. “We’re busier than before, especially on weekends, but it’s still not enough,” said owner William Badegas, 42. “Social media creates community, but rising rents, energy bills and food costs mean a few busy days a week aren’t enough. People don’t have money to eat out constantly in restaurants like mine.”

Badegas has been forced to let staff go. “Yesterday I worked from 8am until 11pm and served one table. Today I can’t afford to pay staff, so I’m working alone. I’ve never seen financial pressures like this in my life.”

Rents in the area rose 9.7% between August 2024 and August 2025, above London’s 5.7% increase, according to the Office for National Statistics, and 20 local businesses have closed in recent months.

Anderson said the pressures are industry-wide: “The cost of living is hitting everyone. Fewer people are dining out, and bookings are down across the board. That’s why marketing is more important than ever, you have to stay visible and relevant.”

For restaurants like Salpike, though, visibility is no guarantee of survival. In today’s economy, the owner must be chef, manager, marketer and influencer – and even then, it may not be enough.