Business:Investing
EP. 95 - They Turned £500 into £2.5 Million+ ft. Troy Johnson (Sweet Dees Jerk)
2023-10-16
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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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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