PJ’s Coffee Brews Up First Virginia Location in Alexandria
New Orleans-Born Coffee Brand Comes to Alexandria, Offering Free Beignets and Discounts on Opening Day
ALEXANDRIA, VA – I love coffee shops. There is something about starting my day in them, firing up my laptop, after a brisk early morning urban walk. The light-filled open space, the pipes running the length of the soaring ceilings, the oversized windows looking out at people walking by, the aroma of roasted coffee beans, that sizzle of steaming hot coffee poured into a mug.
Alexandria has a vibrant coffee shop scene. And now there’s a new one in town just south of the Alexandria border in Fairfax County. PJ’s Coffee of New Orleans has arrived. This one has the distinction of not only being the first in Alexandria but the first in Virginia.
Step outside Del Ray and Old Town for a morning and drive just south of Old Town Alexandria to check out this brand-new java joint. It is in a patch of neo-urbanism amidst your standard-issue suburban strip malls and gas stations. PJ’s Coffee is on the ground floor of South Alex, a newish 400-unit upscale apartment complex at 6220 N. Kings Highway. Attractive shops are laid out in a picturesque outdoor square adorned with seats, flowers and trees, offering respite on these unforgiving July days. An Aldi Grocery Store bookends one long end of the plaza.
Husband and wife owners Ron and Sofiya Ali Parker flung open the doors to their café on Tuesday July 8 at 6:00 in the morning. PJ’s Coffee originated in New Orleans and Ron Parker wants to bring that N’awlins flair to Alexandria. The shop is infused with classic Big Easy flavors and good ol’ fashioned Southern charm, says Ron Parker.
“PJ’s is a brand that focuses on southern hospitality. They want people to feel like they’re at home, so as owners and staff, we’re trained to provide that environment, that atmosphere in our shops. Our music list is predefined to be big band, you know, New Orleans jazz. So you feel that [New Orleans vibe] as soon as you walk in the door.”
It is a quintessential mom and pop shop. Not only is it a husband wife team but Ron brought in his sons and daughter from previous marriages to work in the store too. Ron’s sister, the inspiration behind the project, is one of the store managers. It is a Black locally owned business.
The Zebra visited the coffee shop on grand opening day. Ron Parker said he and the corporation thought long and hard about where to put this shop.
“My wife shops here at Aldi. She was here one day and said, hey babe, why don’t we take a look at this place next door, there’s nobody there.”
The Parkers have a built-in clientele from the apartment building above them. While many federal workers are now required to go into the office every day, Ron points out that scores of federal contractors, like himself, work from home. That means they’ll come looking for their morning cup of Joe and a hot quick breakfast sandwich or pastry before starting their workday.
“So we asked our realtor, they looked into this location, the franchise heard about it and they loved it. The foot traffic, the demographics of the area, being so close to Route One and Walmart across the street, 400 unit apartment building right above, they thought it was a great idea. So they switched from Rose Hill and came here. It’s paying dividends already, just the connection with the apartment complex.”
Ronald and Sofiya Parker were both previously married and have children from those unions. They met online, married four years ago, and are parents to two-and-a-half-year-old twins. Ron works the shop in the morning, Sofiya takes the afternoon shift. They named their company Addis Sole, after the city where Sofiya grew up. Addis Ababa means new flower, Ron explained. Sole is a play on the word sun. New sun. New beginning, new day.
Both have day jobs. Ron is an IT program manager, Sofiya is a flight attendant with Delta Airlines. Longtime residents of the Alexandria-Burgundy Village area, the Ali Parkers have always enjoyed visiting coffee shops, which ignited the dream of owning one in Alexandria.
Sofiya was born in Ethiopia and arrived in the US when she was fourteen years old. Ethiopia is considered the coffee capital of the world and Sophiya described the daily coffee ceremony of her youth in Addis Ababa.
“You wake up in the morning, the first thing is sitting down. It’s how we start off the morning. The coffee, it’s like a ceremony for us,” Sofiya told Zebra. “It’s not a grab and go. So me and my grandma and all the kids and adults would enjoy coffee for at least an hour. We would talk about our day, and what our day’s going to be. That was the tradition of the house. We start the day with the coffee.”
Sofiya said her grandmother was strict and wouldn’t let her take a sip until she was thirteen years old. Sofiya remembers those coffee ceremonies fondly. They would slowly sip and munch on popcorn before breakfast. “When I moved to America, I was so surprised, like people actually grab a coffee and go, because there was no such thing for us. We got to know our family and neighbors,” Sofiya shared. “It was a shock.”
Sofiya admits she’s become a bit Americanized too. As a working mom of toddlers juggling family, job and shop, she’ll sometimes grab a cup on the go. When her mother comes to visit, however, they all sit down and re-enact that cherished coffee ceremony, reminiscent of her early days in Ethiopia. “Lots of milk and lots of sugar” to go with the rich dark coffee, Sofiya laughed.
“We’re hoping to bring a little Ethiopia into the coffee shop,” Ron mused. “We are considering an Ethiopian coffee ceremony once a month.”
Ron Parker is confident the New Orleans theme will give him that edge in a competitive coffee shop market. The new café brings an authentic taste of the French Quarter to Virginia with its signature beignets, small batch roasted arabica coffee and seasonal sips. PJ’s Coffee is found mainly in the south and Midwest. The company’s foray into Virginia marks the brand’s 15th state, along with two overseas shops. There are six in neighboring Maryland.
Beignets have suddenly become all the rage in Alexandria. And you can certainly find them here.
“It’s very much a French New Orleans thing,” Ron explained. “Not too many people know about beignets. The best way I describe this is like a funnel cake. If you’ve never had a beignet, I say it’s like going to the carnival and getting this dough. It’s got a nice powdered sugar on top. Our beignets are lighter and fluffier, so they’re not as heavy.”
Ron adds his café will also feature southern wedding and king cakes, hallmarks of the New Orleans experience. He also sells chicory, an alternative to coffee.
PJ’s Coffee of New Orleans was founded in 1978 by Phyllis Jordan, a pioneer in the coffee industry. The South Alex café is open seven days a week from 6:00 am to 8:30 pm.
