Read this glaring neon sign and you'd be forgiven for thinking you were being casually insulted... But in all realness, the jerk refers to the seasoning, and what you're witnessing is the second branch of popular Jamaican casual dining restaurant, Rudie's.
I don't know about you, but I love a good crisp. I count Hula Hoops, McCoys and Tyrrells amongst my top three (closely flanked by Doritos Tangy Cheese). So a crisp and dip cafe is right up my street. Well, actually, it's up Old Compton Street, in the heart of Soho.
