In a cozy corner of Madison’s South Side, a bold culinary experiment is winning over locals, one vegan taco at a time. The Walking Jerk, a Caribbean-inspired, plant-based eatery, opened its storefront this past July inside The Black Business Hub, and in just a few months, it’s already making a name for itself.
At the helm is Madison native Daijah Wade, whose journey into vegan food entrepreneurship was sparked over a decade ago by a single, unforgettable bite.
“I was 19, visiting family in Chicago,” Wade recalls. “I tried this jerk chicken taco, and it was one of the best things I’d ever had. I was obsessed — I kept finding excuses to go back to Chicago just to get that taco again.”
Eventually, the constant travel proved unsustainable. So, Wade did what any passionate foodie would do — recreate it at home. “At the time, I still ate meat, and while it (the taco) wasn’t exactly the same, I was proud. It (the taco) had my own twist.”
(Photo supplied.)
This experimentation led to more: rice and peas, jerk chicken, Caribbean spices — and eventually, a pivot toward vegetarian and then fully vegan cooking. By 2022, The Walking Jerk was officially born.
The Walking Jerk is more than just vegan food—it’s a deeply personal response to evolving tastes and values. As Wade transitioned to a vegan lifestyle and so did the menu.
“My food reflects my journey,” Wade explains. “I wanted to recreate what I knew, but without animal products. I wanted to give people something delicious, familiar, but made from fruits, vegetables, and plant-based proteins.”
Although the flavors are rooted in Caribbean and Latin cuisine, the chef doesn’t claim heritage from those regions. “I’m a Black American. I cook Caribbean and Hispanic-inspired food because I love the freshness — the balance of simple ingredients with big flavor. Pico de gallo, jerk spices, sautéed cabbage — these are fresh, vibrant, and healing.”
The journey to a storefront wasn’t linear. After launching in 2022 out of Madison’s Feed Kitchens, The Walking Jerk quickly grew in popularity. A food cart followed just nine months later, but operating it came with challenges.
“It was a grind,” Wade says. “Especially with such a niche offering — vegan, Caribbean, and Latin-inspired. Eventually, I had to pause and reevaluate.”
Wade sold the food cart and took an eight-month hiatus, staying connected with the community through offering events and cooking classes. Then opportunity came knocking again—this time from The Black Business Hub, a new south-side development offering kitchen space to local food entrepreneurs.
I didn’t even think I’d get in,” Wade admits. “But I met with the kitchen manager, and after a while, I got the call: we want you to be the last spot.”
Since opening in The Hub in July 2025, business has been booming. “Our day-to-day sales are better than they’ve ever been. We’ve got regulars who come in multiple times a week. People are loving it.”
The menu features three main tacos: jerk jackfruit, smoked mushroom, and a vegan steak made from seitan — all marinated overnight for maximum flavor. The mushroom taco, paired with their Calypso rice and stir-fried cabbage, is a personal favorite for Wade.
Her secret weapon? A house-made jerk sauce that keeps customers coming back. She also serves cold-pressed juices and seasonal desserts, with plans for adding more specials as they grow.
One hurdle? Changing public perception of vegan food. “There’s still hesitation. People think vegan means bland or weird. I’ve had people say, ‘It’s good — for vegan food.’ But it’s good food, period. People just need to try it.”
Despite the challenges, the support from Madison’s South Side — where Wade was born and raised — has been unwavering. The business remains a family affair, with Wade’s partner, Andrew Wade, helping run day-to-day operations and their mother managing the register.
As for what’s next? “I want a brick-and-mortar — my own restaurant. Somewhere people can sit down, experience the food, the plating, the atmosphere. I want it to feel like more than a takeout spot.”
For now, Wade’s focus is on nurturing The Walking Jerks’s presence at The Hub, keeping the menu fresh, and staying rooted in their mission: to feed the community wholesome, delicious, healing food.
