Portuguese Pastry Purveyor Joey Bats Expands to Boston's South Station
Joey Bats, a brand known for its Portuguese *pastel de nata* pastries, is opening a new kiosk location in Boston's South Station. The expansion into a major transit hub is a significant step in the company's growth plan. The new location aims to introduce the brand to a wider national and international audience of travelers.
- The company was founded by Joey Batista, the son of Portuguese immigrants, who began selling *pastéis de nata* at New York street fairs in 2016 using a recipe developed by his mother, Isabel Fernandes. - To support a national expansion, the pastries are produced in Portugal and flash-frozen, a strategy that lowered costs by nearly 70% per tart and ensures authentic ingredients. - The brand's growth strategy has focused on high-traffic areas, with existing kiosk locations in New York City's Essex Market, Chelsea Market, and Grand Central Terminal. - In June 2024, Joey Bats Café closed its full-service cafe on Avenue B in New York City to concentrate on its other locations and expansion efforts, including the new Boston outpost. - Alongside its physical kiosks, the company maintains a nationwide direct-to-consumer business by shipping its products through the online marketplace Goldbelly. - The *pastel de nata* is a traditional Portuguese pastry that dates back to the 1800s in Lisbon. Joey Bats' founder describes it as a "warm creme brulee, wrapped in a flaky croissant." - The move into Boston's South Station is a component of a larger U.S. expansion plan, with the company having received interest from potential franchisees across the country.
