It’s been an incredible two years for Jamaica Patty Co principals Theresa and Andrew Roberts who, together and with no apology, have positioned Jamaica’s iconic patty in the heart of Covent Garden at 26 New Row, where tourists and Londoners alike can do Italian, Indian, British or Jamaican. They didn’t cut corners either — in the words of Paul Douglas who hails from Yallahs, St Thomas, who tools by every Saturday in his red Stingray Corvette with his son Zavier. “This is proper… plus the patties taste good”. ‘Proper’ references the 600-sq ft elegant exterior: 250 sq ft of main store with seating downstairs. The eatery was designed by Andrew Roberts in conjunction with i-am Associates, whose clients include Pret A Manger, Itsu and Costa.

The patties move as quickly as they are baked with 12:30 pm -2:30 pm the busiest period, and Saturday at Jamaica Patty Co (JPC) reminded Thursday Life of a Sugar & Spice experience — patty, something sweet — Tortuga Rum Cake, and drink — coconut water or a Ting.

Business is brisk, and patrons — a comfortable mix of locals and tourists, are lured in by the word ‘Jamaica’. Those who might be hesitant are allowed a taste by Andrew Roberts whose easy charm and receptive ear encourage those unfamiliar with the Jamaican patty to taste ahead of selecting. The menu board recommends chicken, beef, spicy beef, ackee and saltfish and curried goat patties. There’s Theresa Roberts’ yummy chicken dumpling soup made every morning with love, and jerk chicken with rice and peas.

Theatre-goers have helped to increase evening traffic at JPC and keep the establishment open until midnight most evenings.

“This direct marketing,” Andrew Roberts explains, “focuses on educating people who know nothing about patties”. Two years later we reckon the word has spread.