ON THE COVER
Golden Krust to expand 50% in five years under new CEO
Published:Friday | December 12, 2025 | 12:06 AMNeville Graham - Business Reporter
Golden Krust Caribbean Bakery & Grill, the brand that brought the Jamaica’s beloved patties to multiple parts of America, is about to expand under a five-year programme that should grow the network by 50 per cent.
Golden Krust, founded by a Jamaican ex-patriate, is currently present in eight US states, and operates 103 stores.
“We’re going aggressive, and I know we’re going to be able to accomplish it,” said CEO Jackie Hawthorne-Robinson. “Our goal is to open a lot more stores, enter new markets, and deepen our presence in existing states. We’re pushing hard despite the challenges,” she said.
Golden Krust was started in 1989 by Lowell Hawthorne, backed by a close family circle who all pitched in to come up with the princely sum of US$150,000 to set up the first store at Gun Hill Road in the Bronx, New York. Following the founder’s passing in 2017, the popular eatery was run by successor and former director CEO Al Novas, working along with members of the management team since then up to 2025.
Hawthorne’s sister, Hawthorne-Robinson, took over the leadership in August 2025.
Currently, Golden Krust operates in New York, New Jersey, Connecticut, Georgia, Florida, Maryland, North Carolina, and Texas, with the New York metropolitan area alone accounting for 55 franchises. Of the 103 locations, 101 are franchise-operated, while only two — Bronx and Hartford, Connecticut, are corporate-owned. A recently opened shop at John F. Kennedy International Airport in New York underscores the brand’s strategy to secure high-traffic, premium locations.
The company’s expansion plan calls for 10 new franchises per year, supported by franchise shows, targeted advertising, and digital campaigns. “We’ve brought a new franchise development lead on board to execute this plan,” Hawthorne-Robinson explained.
Franchise fees remain at US$40,000, but the total investment to set up a store ranges from US$650,000 to US$1.2 million, depending on location and buildout requirements.
Golden Krust’s Vice-President of Marketing Steven Clarke, said the company’s growth strategy will continue to synchronise with the diaspora.
“Where the Caribbean community is, we will continue to feed and serve them. There’s room to grow in Texas, Georgia, and Connecticut, and we’re eyeing new territories like Washington and California,” he said.
Clarke also hinted at cultural activations to keep the brand relevant.
“We’ve partnered with major events like Coachella and hosted Jamaican party tours. The party is what brought us here, so we want people to experience the vibe along with the food,” he said of the marketing tactics.
Golden Krust currently turns over US$153 million in annual sales, with off-premise dining — delivery and catering — accounting for about 20 per cent of revenue.
“Accessibility has increased fivefold,” Clarke noted.
“Customers can find us in-store, on our app, and through Uber Eats, DoorDash and Grubhub. Convenience is key,” he said of recent efforts to deal with long lines and extended wait times.
Maintaining authenticity while meeting US regulatory standards remains a balancing act.
“We adhere to FDA and USDA requirements, which means no trans-fats, but we’ve kept the taste and the flakes that make a Jamaican patty special. It’s about staying true to our roots while meeting global standards,” Director of Quality Control, Christopher Hylton, explained.
The company’s commitment to authenticity extends beyond recipes to its supply chain.
For nearly 30 years, Golden Krust has sourced Scotch bonnet peppers, thyme, and other seasonings from Jamaican farmers. Following Hurricane Melissa, which devastated many rural communities, Golden Krust launched a recovery initiative for 10 farmers across Clarendon, St Catherine, St Mary, and Manchester. Each farm received seedlings, equipment, and supplies valued at J$300,000.
“We’re here to bless the farmers and get them back up and running,” said Hawthorne-Robinson during a recent visit.
Hylton added: “Last year, we imported about US$470,000 worth of goods from Jamaica, and we’re on track to surpass half a million this year. It’s not just about pepper and thyme, it’s about food security and sustainability,” he emphasised.
Amid its push for growth, Golden Krust faces headwinds, including rising input costs, tariffs, and labour shortages.
“The climate is not easy,” Hawthorne-Robinson admitted. “We’re giving it all we can and pushing.”
Competition is also heating up, with other Jamaican brands entering the US market, but Clarke believes Golden Krust is built to last.
“People will come and go. We protect our service, innovate, and treat customers with dignity. That’s how we stay ahead,” he said.
Meanwhile, Hawthorne-Robinson appears committed to maintaining the company’s Jamaican vibe and heritage.
“We want to show Golden Krust as the powerhouse of Jamaican concept restaurants,” the new CEO declared. “We’re working on it; we’re going to do it,” Hawthorne-Robinson vowed.