#BS: A very Juici backstory.

Pick a day—any day—and make your way to the corner of Fulton & Nostrand in Central Brooklyn. You’ll see a line spilling out a door and down the sidewalk. The sign above that door will read Juici Patties.

The first time I saw this, I assumed it was an event. The next time, I went to investigate...and I found the flakiest, butteriest, juiciest patties I've ever had 🤤

I also overheard someone say the patties were flown in from Jamaica (?!) Obviously, I hopped down a Reddit rabbit hole. Here’s what I found:

🥟“they are basically the golden rust of jamaica...Super authentic!”

🥟“Juici is a Chinese Jamaican beef patty chain straight from Jamaica.”

🥟“It’s a popular patty chain from Jamaica that people usually smuggle back in their luggage!”

I love that last one, because I can 100% relate *🇬🇭* It explains much of Juici's marketing strat+creative choices: the casual, nostalgic tone; the warm, welcoming visuals. Hearty stuff, full of heart and home.

Also heritage. It’s a different vibe from the images that typically come to mind with that term—luxury, exclusivity, European, Americana—but this too is a heritage brand.

And that's exactly why it's pulling throngs in a new market.

#BrandlySpeaking it tastes like a very juici win.

What do you think? Tried one yet, or you don't believe the hype? 👀

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It’s about integrity.

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Give it a rest—the em dash nonsense.