Buzz Feed - Jesse’s Deli, in Brooklyn’s Boerum Hill neighborhood, has been paying $4,000 a month in rent for the last five years, owner Mohamad Itayim told Buzz Feed News. This year, however, the store’s landlord decided the raise the rent to $10,000 a month.“That’s impossible to pay,” Itayim said.
In response, the store put up posters displaying what Itayim called “fancy names, yuppie names” that include things like a “curated” extension cord set and “grass fed” tuna.
The prices for the ordinary-but-now-artisanal items have been raised to match the proposed rent hike.
The campaign drummed up considerable support. Jesse’s has been featured in local media and customers have been posting images to Twitter and Instagram using the hashtag #jessespricedout.
“The response has been great,” Itayim said. “We’ve been getting a lot of support and a lot of reaction to these posters.”
Despite the posters, Itayim said customers still pay regular prices when they go to check out.
Jesse’s has been in the neighborhood since 1983, but now has to leave its current location by July 31.
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