British Pop Star Sam Smith Becomes Surprise Food Influencer in San Francisco

The singer has been documenting their dining adventures across the Bay Area during a residency at the Castro Theatre.

Published on Mar. 4, 2026

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British singer-songwriter Sam Smith has been in San Francisco since early February for a residency at the Castro Theatre, and has been using the opportunity to explore the city's dining scene, documenting their experiences on a new Instagram account called "samserved." From a kids' lemonade stand to the French Laundry, Smith has been popping up at various restaurants across the Bay Area, often sharing enthusiastic reviews and videos with their growing following.

Why it matters

Smith's unexpected foray into food influencing has brought attention to San Francisco's vibrant restaurant scene, with the singer's posts driving new business to small local establishments. This highlights the power of celebrity endorsements and social media in shaping dining trends, as well as the continued appeal of the Bay Area as a culinary destination.

The details

Since early February, Sam Smith has been visiting a variety of restaurants in the Bay Area, from casual spots like Hook Fish Co. and Shoreline Coffee Shop to high-end destinations like the French Laundry. They've documented their experiences on a new Instagram account, "samserved," which has quickly amassed over 24,000 followers. Smith's posts range from enthusiastic reviews to playful videos, often featuring the singer dancing or bursting into song about the food they're enjoying.

  • Sam Smith arrived in San Francisco in early February for a residency at the Castro Theatre.
  • Smith's new Instagram account, "samserved," was reactivated on February 9, 2026.
  • Smith's Castro Theatre residency is scheduled to wrap up on March 14, 2026.

The players

Sam Smith

A British singer-songwriter who has been exploring the Bay Area's dining scene during a residency at the Castro Theatre.

Shoreline Coffee Shop

A cafe in Mill Valley where Sam Smith enjoyed a brunch of smoked salmon egg scramble and other dishes.

Molinari Delicatessen

A North Beach deli where Sam Smith visited and praised the Molinari Special sandwich.

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What they’re saying

“I'm a big fan, and I was nervous, but you've just got to to serve them like you serve any other customer.”

— Nicola Mastrelli, Co-owner of Molinari Delicatessen

“I love that San Francisco is just getting more of a spotlight, as it rightfully deserves. I think we are the best city in America. And for so long, it's been negative press, but I think people are realizing just how beautiful and amazing our city is.”

— Nicola Mastrelli, Co-owner of Molinari Delicatessen

What’s next

Sam Smith's Castro Theatre residency is scheduled to wrap up on March 14, 2026, so it remains to be seen which other Bay Area restaurants the singer will visit before their time in the city comes to an end.

The takeaway

Sam Smith's unexpected foray into food influencing has brought a new level of attention to San Francisco's vibrant dining scene, highlighting the power of celebrity endorsements and social media in shaping dining trends. This underscores the continued appeal of the Bay Area as a culinary destination, even as the city faces challenges.