From Mum’s Kitchen to Selfridges: BLP Founder Troy’s Journey with Sweet Dee’s
Summary
Sweet Dee's Jerk is a name synonymous with delicious Caribbean-inspired cuisine and vibrant culture in London. But this thriving family business, a shining example of entrepreneurial success, has its roots in a humble kitchen and a supportive community. This is their inspiring journey, fuelled by passion, family, and the invaluable support of Business Launchpad (BLP).
Today, Sweet Dee's Jerk boasts a permanent residency in the iconic Selfridges department store, collaborates with renowned establishments like Soho House, and caters to events for major brands like Nike, Sony, and Pokémon.
Website: https://www.sweetdeesjerk.com
“We're incredibly grateful to BLP for their support right from the beginning. They empower young people like us and equip us with the skills to succeed.”
- Troy Johnson
Journey to Entrepreneurship
The story starts in 2017 with Troy, brimming with ambition and a deep love for his mother's traditional Caribbean cooking. While honing his business acumen through BLP coaching, Troy began serving up these delectable dishes from his own home kitchen. This was the genesis of Sweet Dee's Jerk, then known as Juici Jerk. Combining these culinary delights with his digital marketing skills, Troy embarked on his entrepreneurial adventure.
With his brother joining the venture, Sweet Dee's Jerk began delivering their mouth-watering meals through platforms like Deliveroo and Uber Eats. Their innovative BBQ kits and bottled condiments proved to be a massive hit, especially during the pandemic, allowing families to enjoy a taste of the Caribbean from the comfort of their homes.
The story becomes even more heart-warming when we see the strong family spirit at the core of Sweet Dee's Jerk. Sister Shola heads the events department, while cousins, aunties, and family friends all contribute their talents to the business, making it a truly collaborative effort.
Troy’s Business Launchpad (BLP) Experience
BLP played a pivotal role in Sweet Dee's Jerk's early success. The business coaching programme equipped Troy with the knowledge and confidence he needed to navigate the complexities of starting a business. In 2018, Tooting Works, BLP's business incubator, provided Sweet Dee's Jerk with a subsidised kitchen space for two years. This invaluable resource allowed them to refine their operations and perfect their offerings.
Sweet Dee's Jerk is a shining example, not only of delicious food but also of the enduring impact of collaboration and a supportive network. Their story is far from over, and we can't wait to see what exciting flavours they bring to the table next!
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