An Interview With Martita Mestey
Strong branding and effective marketing create awareness and draw customers to your brand.
As a part of our series called “5 Things You Need To Create a Successful Food or Beverage Brand”, I had the pleasure of interviewing Daniel Chin.
Daniel Chin is the Director of Operations for Juici Patties and CEO of the U.S. division, renowned for successfully bringing authentic Jamaican cuisine to the international market. Since taking the helm in 2018, he has expanded the brand significantly, including launching new locations in the UK and the U.S. Daniel is known for his visionary leadership and commitment to preserving the rich heritage and quality of Jamaican culinary traditions.
Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your “childhood backstory”?
I began my journey in Jamaica, where I was born and spent my early years surrounded by the vibrant culture and warmth of the community. At the age of 10, my family embarked on a new chapter as we moved to Canada. Adapting to a new environment, I navigated through middle school, high school, and university, culminating in my graduation with a bachelor’s degree from The University of Guelph at the age of 20.
This period of academic achievement not only instilled in me a passion for learning but also fueled my desire to make a meaningful impact. At the age of 21, driven by a sense of purpose, I made the decision to return to Jamaica. It was in my homeland that I became actively involved in our family business, leveraging the skills and knowledge I acquired during my educational journey.
The fusion of my Jamaican roots and Canadian education has shaped my perspectives and approach to both life and business. This unique blend continues to influence my endeavors, guiding me as I navigate the dynamic landscape of our family business.
Can you share with us the story of the “ah ha” moment that led to the creation of the food or beverage brand you are leading?
While I didn’t create the brand, I stepped into the legacy my father established back in 1978 when he was just 16 years old. Joining the company in 2013, my journey took an exciting turn in 2017 when I envisioned expanding our brand to the U.S. The ‘ah ha’ moment wasn’t a sudden burst but a culmination of strategic planning and gradual realization.
Embarking on this ambitious venture, I engaged consultants and legal experts to navigate the complexities of international expansion. The absence of a singular ‘ah ha’ moment didn’t diminish the significance of the journey. Instead, it became a story of persistence, meticulous preparation, and unwavering dedication.
Over the years, the process of preparing for the U.S. expansion unfolded gradually, marked by challenges, milestones, and a deepening sense of excitement. Each day brought new insights and opportunities, fueling our determination to introduce our brand to a broader audience. The absence of a single ‘ah ha’ moment doesn’t diminish the significance of this journey; rather, it reflects the steady evolution of a vision into a reality.
What are the most common mistakes you have seen people make when they start a food or beverage line? What can be done to avoid those errors?
One prevalent mistake in the early stages of establishing a food or beverage line is underestimating the significance of cultivating excellent customer service. While perfecting recipes is crucial, creating a recipe for exceptional customer service is equally vital. To avoid this pitfall, it’s essential to implement a proactive approach.
Firstly, establish a robust and efficient recruiting pipeline to bring in employees who align with your company’s culture. This lays the foundation for a team dedicated to providing outstanding service. Secondly, institute a structured feedback system that encourages all employees to express concerns or offer recommendations. This open communication channel helps identify and address issues promptly.
Additionally, understanding the motivations of team members is key. Discover what drives and inspires each group of individuals, fostering a positive and motivated workforce. Lastly, continuous monitoring and improvement of customer service should be ingrained in the company culture. Regularly assess feedback, adapt strategies, and prioritize ongoing training to ensure consistent and exceptional service
Many people have good ideas all the time. But some people seem to struggle in taking a good idea and translating it into an actual business. How would you encourage someone to overcome this hurdle?
Indeed, the abundance of good ideas can be both a blessing and a challenge. While the initial excitement of having multiple ideas is invigorating, the path to translating them into a successful business requires strategic focus. Here are a few steps to overcome the hurdle of idea overload:
Evaluate and Prioritize: Assess each idea based on its feasibility, market demand, and alignment with your skills and passion. Prioritize those ideas that not only excite you but also have the potential for significant impact.
Set Clear Goals: Define clear and achievable goals for your business. Establishing specific milestones and timelines will provide a roadmap for turning your idea into a tangible reality.
Focus on Core Competencies: Identify your core competencies and strengths. Channel your energy into ideas that leverage your skills, making it more likely for you to navigate challenges and succeed.
Test and Validate: Before fully committing to an idea, conduct market research and testing. Validate the demand and gather feedback to ensure that there’s a real need for your product or service.
Create an Actionable Plan: Develop a detailed plan outlining the steps needed to bring your chosen idea to fruition. Break down the process into manageable tasks and set realistic deadlines.
Embrace Iteration: Understand that your initial idea may evolve as you progress. Embrace iteration and be open to refining your concept based on feedback and changing market dynamics.
Learn to Say No: Intentionally discard ideas that don’t align with your primary goals. Saying no to good ideas is a crucial skill in maintaining focus and avoiding overwhelm.
Build a Support System: Surround yourself with mentors, advisors, or a supportive network. Discussing your ideas with others can provide valuable perspectives and guidance.
There are many invention development consultants. Would you recommend that a person with a new idea hire such a consultant, or should they try to strike out on their own?
The decision to engage invention development consultants or pursue the development journey independently hinges on various factors, as demonstrated by our experience at Juici Patties when we expanded our franchise into the U.S. Several aspects were outside our existing economies of scope, including franchise development CRMs, ops manual optimization, construction management software, Federal Trade Commission compliance for franchisors, franchise training software, territory management software, and more.
Recognizing these challenges, we made the strategic decision to enlist the expertise of consultants to fill our experience gaps. Working collaboratively with renowned consultants proved to be instrumental in navigating complex areas and achieving our goals successfully.
Here’s a more detailed breakdown of factors to consider when deciding whether or not to work with invention development consultants:
● Assess Your Skillset: If you possess the technical know-how and industry knowledge required for invention development, you may not need a consultant. Entrepreneurs with the relevant expertise can often lead the development process.
● Recognize Limitations: Acknowledge your limitations. If the intricacies of invention development fall outside your skillset, consider the value of bringing in experts. Consultants provide specialized knowledge, experience, and insights that contribute to the success of your venture.
● Build the Right Team: Entrepreneurial success depends on assembling the right team, including internal members and external consultants. If your strength lies in leadership or business management, supplement your team with individuals who excel in invention development.
● Evaluate Cost-Benefit: Assess the cost-benefit ratio of hiring a consultant. Consider the potential return on investment, speed of development, and quality of the final product. Sometimes, the expertise and efficiency brought by consultants outweigh the initial costs.
● Tap Into External Expertise: External development consultants offer fresh perspectives and industry-specific insights. Tapping into their expertise can be a strategic move for innovation and staying ahead in a competitive market.
● Network and Recommendations: Seek recommendations and network with professionals. Personal referrals or testimonials from other entrepreneurs who have worked with invention development consultants can provide valuable insights.
What are your thoughts about bootstrapping vs looking for venture capital? What is the best way to decide if you should do either one?
While I may not have extensive experience in raising venture capital, the parallels between this concept and franchising offer interesting insights. The shared goal among entrepreneurs seeking venture capital or considering franchising is to achieve optimal growth, especially when working within limited existing funds. Both approaches aim to maximize return on investment and time.
In our case, franchising emerged as a powerful strategy for rapid growth without the need for venture capital. Here are some considerations that might help entrepreneurs decide between bootstrapping and seeking venture capital:
Capital Availability: Evaluate your current financial resources and determine whether you have sufficient capital to fund your growth independently. If you have limited funds, franchising, like in our experience, allows external investors (franchisees) to contribute their capital toward building and expanding the business.
Speed of Expansion: Consider the speed at which you want to grow. Franchising can facilitate rapid expansion by leveraging the financial investments of franchisees. On the other hand, seeking venture capital may involve a slower process of opening corporate-owned locations.
Control vs. External Investment: Assess your comfort level with maintaining control versus seeking external investment. Bootstrapping provides more autonomy but may limit the speed of growth. Venture capital brings external funding but often involves relinquishing some control.
Franchisee Involvement: If your business model aligns well with franchising and can attract committed franchisees, it can be a powerful avenue for growth. The franchisees’ direct investment and commitment to the success of their individual locations contribute to overall expansion.
Risk Tolerance: Consider your risk tolerance. Bootstrapping typically involves lower external risk, as you’re relying on your own funds. Venture capital introduces external investment but may also come with increased scrutiny and expectations.
Business Model Suitability: Evaluate how well your business model aligns with franchising or venture capital. Certain industries or businesses may be more conducive to one approach over the other.
Ultimately, the decision between bootstrapping and seeking venture capital depends on the unique circumstances of each entrepreneur and business. By carefully considering these factors and weighing the pros and cons, entrepreneurs can make informed decisions that align with their growth objectives and financial capabilities.
What are your “5 Things You Need To Create a Successful Food or Beverage Brand” and why?
Creating a successful food or beverage brand involves a delicate balance of various factors. Here are my ‘5 Things You Need To Create a Successful Food or Beverage Brand,’ each supported by a story or example:
1. Strategic Niche Positioning:
○ Why: Finding the right niche is crucial. It should be niche enough to minimize competition but not so niche that demand is limited.
○ Story/Example: When we started expanding Juici Patties to the U.S., Jamaican patties were a strategic niche. While there were no nationwide franchisors, some competitors operated in specific cities on the east coast with a significant Jamaican diaspora. This niche allowed us to tap into an existing demand while minimizing direct competition.
2. Authenticity and Cultural Connection:
○ Why: Consumers often seek authenticity and a connection to the brand’s cultural roots.
○ Story/Example: We emphasized the authenticity of our Jamaican patties, ensuring that the flavors and recipes stayed true to their Jamaican origins. This cultural connection resonated with both the Jamaican diaspora and a broader audience curious to explore international cuisines.
3. Quality Ingredients and Taste:
○ Why: The quality of ingredients and taste are paramount for repeat business and positive word-of-mouth.
○ Story/Example: We invested in sourcing high-quality ingredients for our patties. This commitment to quality not only ensured a delicious product but also contributed to positive reviews and customer loyalty.
4. Effective Branding and Marketing:
○ Why: Strong branding and effective marketing create awareness and draw customers to your brand.
○ Story/Example: Our branding highlighted the vibrant and flavorful aspects of Jamaican cuisine. Leveraging social media and local events, we created an engaging narrative around our brand, attracting customers who were not only enticed by our product but also connected with the brand story. 5. Customer Engagement and Feedback:
○ Why: Actively engaging with customers and incorporating their feedback fosters loyalty and continuous improvement.
○ Story/Example: We established channels for customer feedback and actively engaged with our audience. This two-way communication not only strengthened our relationship with customers but also provided valuable insights for refining our offerings based on their preferences and suggestions.
How have you used your success to make the world a better place?
I approach charitable endeavors with a methodical thought process, extending beyond business to maximize the impact of my family’s charitable contributions. While unlimited funds would allow us to assist everyone with everything, the reality necessitates finding ways to create the most significant benefit relative to available resources. Recognizing the transformative power of education, I believe it is one of the most effective avenues for upward social mobility.
To realize this belief, I’ve been passionate about supporting individuals with education expenses, and my family and I have implemented initiatives in two meaningful ways:
Back-to-School Grants for Employees:
● Impact: At the Juici Patties head office and corporate-owned restaurants, we’ve instituted an annual back-to-school grant for all employees. This initiative provides financial assistance toward books and tuition for our employees’ children every September.
● Outcome: The impact goes beyond monetary support; it contributes to fostering a positive work environment and reinforces the value we place on education within our organizational culture.
Partnership with the James and Friends Foundation:
● Impact: Collaborating with the James and Friends Foundation, we’ve directed efforts toward scholarships where we paid for all tuition and provided daily free meals for over 20 underprivileged students per year for the past 10 years.
● Outcome: This initiative aims not only to alleviate the financial burden on these students but also to empower them with the resources necessary to pursue education, opening doors to future opportunities.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Daniel Chin Of Juici Patties On 5 Things You Need To Create a Successful Food or Beverage Brand was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.