Devon Avenue in Chicago holds a special significance for the Patel Brothers, founders of the nationally recognized Indian grocery chain. This North Side street, a vibrant hub of South Asian culture for decades, brimming with restaurants, sari shops, and jewelers, has always been a reminder of home for immigrants and a fascinating cultural experience for others. Despite recent challenges faced by the area, Patel Brothers is doubling down on their roots with a substantial $2 million investment to construct a brand-new store at 2610 W. Devon Avenue, aiming to revitalize the community and spark a local renaissance. The grand opening is slated for mid-May.
The story of Patel Brothers began on Devon Street in 1974, within a modest 800-square-foot space located near the 2000 block. While that original store is now a distant memory, the spirit of Devon remains deeply embedded in the Patel Brothers’ journey. Over the years, the operation expanded and relocated, eventually establishing its current presence. It was from this Devon Avenue base that brothers Talashi and Mafat Patel transformed their name into a household brand across the United States.
“Everyone has a deep affection for the Devon store,” explains Swetal Patel, Mafat’s son. “People who are familiar with Patel Brothers know that my uncles are almost always present there.” This personal touch and commitment to their original location underscore the family’s bond with Devon Street.
Devon Avenue has been without a Patel Brothers since November 15th, the day after Diwali, when the previous store closed its doors. The building was subsequently demolished to make way for a modern, 7,000-square-foot replacement. This new store, envisioned as a smaller sibling to their expansive 28,000-square-foot superstore in Niles, will feature a contemporary design. While it won’t include food stalls, a bakery section will offer a tempting array of South Asian snacks, including samosas, chaat, and popular flatbreads like chappathi. The concept of a new Devon Avenue store emerged in June 2020, driven by the realization that renovations wouldn’t suffice; a fresh start was needed to truly revitalize their presence on Devon.
Patel Brothers has become a cherished brand among diverse South Asian communities, including Indian, Pakistani, Nepalese, Bangladeshi, and Sri Lankan families. Their reach extends far beyond Devon Street, with over 50 stores across 19 states, and their popularity continues to grow. Interestingly, research conducted by the Patel family indicates that a significant 15 to 18 percent of their customer base now comes from outside the South Asian diaspora, highlighting the brand’s widening appeal.
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The store that was recently torn down had been a Devon Avenue landmark since 1987. In that era, Devon Street served as a central Midwestern destination for South Asians from cities like Detroit and Milwaukee, who planned trips to Chicago specifically around visits to Patel Brothers. However, three decades later, Devon is no longer the sole hub for South Asian groceries. The South Asian population has dispersed into the suburbs, leading Patel Brothers to open locations in Naperville and Schaumburg. Other South Asian businesses, including the Mall of India in Naperville, have also emerged, drawing attention away from Devon.
This shift, compounded by the challenges of the pandemic – restaurant closures and decreased foot traffic – has impacted Devon Avenue. Similar struggles have been observed in other Chicago cultural enclaves like Chinatown, Greektown, and Asia on Argyle. Furthermore, West Ridge, the neighborhood encompassing Devon, experienced a surge in COVID-19 cases in the spring of 2020. This contributed to a perception that Devon Street was entirely closed, deterring customers, even though businesses remained open with safety protocols in place.
Swetal Patel recalls a time when new restaurant openings on Devon and magazine features on Indian cuisine attracted a wave of new customers unfamiliar with South Asian flavors. Intrigued by vibrant food photography and the allure of masala, these customers would visit Patel Brothers seeking ingredients to recreate those culinary experiences at home. However, the buzz of new restaurant openings on Devon has faded in recent years, with some establishments even closing. This diminished synergy has had a ripple effect. The Patel family hopes their investment will reignite development and inject renewed energy into Devon Street.
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“You can’t forget your home roots,” Patel emphasizes, highlighting the deep personal connection driving this reinvestment in Devon Street Chicago.
Originally targeting an April 12th opening, the date, coincidentally the first day of Ramadan, was pushed back due to construction delays. This initial date, following the closure after Diwali, Hinduism’s major festival, was an unintentional yet symbolic bookend of holiday periods.
“I didn’t even realize that,” Swetal Patel chuckled, regarding the Ramadan coincidence.
The community eagerly awaits further updates on the grand reopening of Patel Brothers at 2610 W. Devon Avenue, Chicago, scheduled for mid-May.
Patel Brothers, 2610 W. Devon Avenue, scheduled for a mid-May opening.
