The Jamaican Dutchy delivers smart marketing tactics

Small business owners might learn a lesson in marketing from The Jamaican Dutchy.

The Jamaican Dutchy is a food cart set up on the corner of 50th Street and 7th Avenue, I discovered it one day on my way to see some execs at BBDO whose offices are very close by. 

The whole surround-sound marketing that was attached to the cart made me smile—which is what good branding should do. There was a flashing billboard providing a web address on the right hand side of the cart and a full TV screen to the front showing concert footage from a Caribbean musician.

During my meeting, Chad Stoller, EVP and director of digital strategy for BBDO North America, instantly recognized to whom I was referring to when I recalled the effective marketing tactics The Jamaican Dutchy—or O'Neil—has employed. 

I was still thinking about it when I returned to the office, so I typed in the web address, to satisfy my curiosity.

Visitors are greeted by the song “I Can See Clearly Now,” which furthered my enjoyment experience with the Jamaican Dutchy.

The site provides such details as daily specials and catering opportunities:

“We can bring the Jamaican Dutchy to you.  We can cook and serve the food from our cart at any event (backyard parties, family reunions, BBQs, baby showers, birthday parties, etc.).  You bring the people and we will bring the food.”

The next time I am on 50th Street and 7th Ave.—I will be sure to stop and shell cash for some food—and say hello.

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