Joining us in the booth this week is Troy, co-founder of Sweet Dee's Jerk, the UK’s new age Caribbean food and culture brand. It is a one-stop shop for Caribbean fusion cuisine in London from their Selfridges kitchen and they provide unique catering service.

This episode includes:

- Why they started Sweet Dee's from their parent's kitchen with £500

- How they built Sweet Dee's into a £2.5 million+ brand

- Why they were forced to relocate their kitchen twice

- Getting into Selfridges and much more!

Follow Sweet Dee's on Instagram here

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Check out: https://www.youtube.com/savvywallet for the video version

TIMESTAMPS

00:00 - Preview

01:24 - Take Off Intro

01:49 - Meet Troy Johnson

03:16 - My school was rough!

07:11 - I couldn’t picture myself as a journalist!

09:30 - The birth of Juici Jerk….South west London don’t have good Caribbean food!

12:27 - Started the brand with £500!

15:02 - Police and fire brigade pulled up to the house

19:05 - Selfridges: from temporary pop-up to best-seller

23:00 - People want to earn more and work less!

27:16 - We declined a franchise offer…from a KNOWN company

30:49 - Why we’re better than the competition

32:39 - Sweet Dee’s: Paying Tribute to our Father

37:27 - We’re family first!

38:17 - People thinking I’m a millionaire

40:01 - Making £2.5 million+ in 2022

44:16 - EXCLUSIVE: New venture in 2024..!

49:06 - Habits that have helped our success

51:29 - Had to learn business through experience

53:56 - Final words

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