Compton’s beloved eatery Tam’s Burgers No. 21 has seen an unprecedented surge in business following the release of Kendrick Lamar’s latest music video for his hit song “Not Like Us.” The video, which dropped on July 4, prominently features the local Los Angeles burger joint. And owners say, there has been a 30 to 40 percent increase in sales, TMZ reported.
The family-owned restaurant, situated on Rosecrans Avenue, has been a staple in the community for years. However, the recent exposure from Lamar’s video has brought a wave of new customers eager to experience the place that the Grammy-winning artist chose to highlight.
The Lamar Effect
Restaurant manager Lauro Hernandez and his son Bryan Noe told TMZ about the sudden influx of customers. They noted that many of the new visitors specifically mentioned seeing Tam’s in the “Not Like Us” video as their reason for stopping by. This surge in popularity has led to a significant boost in sales, with the bacon cheeseburger — Lamar’s favorite — being a top order among fans.
The “Not Like Us” video is more than just a music video or even a Drake diss clip; it is a love letter to Los Angeles, celebrating Lamar’s hometown by showcasing local landmarks, including the Compton Civic Plaza, local notables like Tommy The Clown, and, of course, Tam’s Burgers. The video features Lamar and producer Mustard arriving at the restaurant in a Lamborghini and spending time inside with dancer Storm DeBarge.
Hernandez also pointed out that he has known Lamar since the rapper was a teenager and appreciates how Lamar continues to support his community. Lamar’s relationship with Tam’s is well-documented; he has mentioned the restaurant in interviews and songs, including his 2022 album “Mr. Morale & the Big Steppers,” Lamar’s fifth studio album.
The collaboration between Lamar and Tam’s Burgers didn’t involve any financial transactions. Instead, Lamar ensured the restaurant’s logo was prominently featured in the video, providing them with significant exposure. This strategic move has paid off, as the video has already garnered over 35 million views, translating into a substantial increase in business for Tam’s.
In addition to the boost in sales, the visibility has attracted tourists, adding another layer of excitement to the local favorite. Hernandez and his son Bryan are thrilled to see their restaurant become a must-visit spot for both locals and visitors.
