#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? 👀