Credit: Ambar Castillo

Sandwiched between busy colorful storefronts along Jamaica Avenue in Richmond Hill, Deja Brew stands out: a jet-black storefront, dim lighting, and overall chill vibes. It’s a place where locals bring their friends for a catch-up on a Thursday afternoon, or a laptop to work on their passion project.

“I always had the desire to find a nearby cafe to write out my novel,” said Christopher Hernandez of Ozone Park. 

Deja Brew has only been around a little over a month, but the family business is quickly becoming a neighborhood destination. 

Locals are fans of Deja Brew’s coffee, fusion food, and “Astoria vibes.” Credit: Ambar Castillo

Longtime Richmond Hill neighbor Carolyn Herrera, a fan of Deja Brew’s coconut cold brew and fizzy raspberry drink, says she was tired of trekking to Forest Hills or other cafe hotspots in Queens: “Whenever you want to feel like you’re somewhere else — and this is right in the neighborhood — just stop by, have a drink, and go.” 

Herrera also comes for the steak frites and “great burger” with the delicious sauce that “will fill you but isn’t overfilling.” 

This burger brings some locals back to Deja Brew. Credit: Ambar Castillo

“It has Astoria vibes,” said her friend, Ralph Fernandez, a Woodhaven neighbor.

Owned by Suraj Sooroojballie, an immigrant from Guyana, Deja Brew offers fusion food, rich coffees with crafty flavors, and a spot to relax just under the J train tracks. 

A coffee and culinary vision rooted in home

Sooroojballie, a coffee lover, says he long searched for rich brews in his home country but couldn’t find them: “It’s like you’re drinking water,” he said. So in January, Sooroojballie started the first Deja Brew in Guyana. It was a hit. 

His vision for the NYC outpost, which opened in September, was to create a space that felt like home, where people could find good coffee and food, and enjoy local art.

Deja Brew supports local artists, promoting their events and displaying their work on the walls. Credit: Ambar Castillo

The cafe offers a menu featuring traditional Afro-Latin American and Caribbean flavors with modern twists. It also reflects the cultural heritage of the surrounding neighborhood and of its team, especially its chef, Ronald Santos, who is of Dominican descent. 

One of Deja Brew’s most popular food offerings is the “rasta pasta,” made with Italian penne pasta topped with a creamy jerk-infused cheese sauce. The fusion of different culinary worlds is what sets Deja Brew apart from other cafes and restaurants in the neighborhood. 

For example, the cafe’s steak frites, traditionally a French dish, has a chipotle-lime butter that brings a distinctly Latin American flair to the plate. 

“We wanted to take the familiar and make it unfamiliar in the best way possible,” said Santos, who curates the menu. 

Chef Ron brings a distinctly Latin American flair to the cafe’s steak frites. Credit: Ambar Castillo

This personal touch extends beyond the kitchen. Some of the ingredients used in Deja Brew’s seasonal dishes, such as apples in the signature apple loaf, are handpicked by the staff’s family. Santos’ two-year-old daughter picked the apples herself when they went Upstate.  

Brewing their background into the business

Starting a small business is never easy. Sooroojballie admits that balancing the roles of business owner and active community member requires constant adaptation. 

Heather Rodriguez, who manages day-to-day operations, adds that while they initially struggled to break into the competitive food scene on Jamaica Avenue, the cafe’s unique food and drink offerings and community-first approach has helped build a loyal customer base. 

Even the wings at Deja Brew are an exemplar of fusion. Credit: Ambar Castillo

The team’s commitment to the community extends far beyond their cafe walls. Deja Brew recently hosted an event where they donated 50% of its profits to local schools.

“We’re here to serve food, yes, but more than that, we want to be a positive force in the neighborhood,” said Sooroojballie. His plans for Deja Brew include providing community services like helping fellow immigrants navigate the legal system and offering homework help for their kids. (Sooroojballie used to run a private school in Guyana where he taught math and accounting.)  

“It’s a very important part, because … for the immigrant society, it’s very hard for their voice to be heard,” he said. 

The owner’s plans for Deja Brew include offering community services for fellow immigrants. Credit: Ambar Castillo

The team regularly incorporates feedback from their customers, experimenting with new dishes while keeping beloved favorites. “We’re still in the development phase in a lot of ways,” said Santos. “The first few months have been about finding what works — whether it’s a particular dish or a seasonal drink — and then improving based on what the community loves.”

Deja Brew’s growing Yelp presence is a testament to that success. “We’ve been getting amazing reviews, and people are coming back for more,” said a staffer. “It feels good to know that what we’re doing is resonating with people.”

Deja Brew NYC

Address: 102-10 Jamaica Ave, Richmond Hill, NY 11418

Phone: (718) 844-8935

Follow on Instagram at @dejabrewnyc
Visit here to read more of our small business stories.

This post has been updated.

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