PJ’s Coffee of New Orleans Opens New Store in Carmichael

CARMICHAEL, CA (MPG) - A new Manzanita Avenue coffee shop might mean beans for customers. For owner Danny Phung (46), the business realizes an American dream. “It’s what every immigrant from my culture hopes for,” he says. “With our French heritage, coffee's a big part of daily ritual. And for Vietnamese people, business is in our blood.”

Born in Saigon, Phung was the fourth of six siblings. His mom gave up everything – including her marriage – to get her six kids to America as refugees in 1980. Arcade Baptist Church parishioners adopted them. “They gave us a place to live and helped us with our English and to learn American ways,” recalls Phung. “Mom cleaned houses and baby-sat; she took any work and made any sacrifice for our education.”

The Phung kids attended El Camino and Encino High Schools, then all worked their way through college. Armed with business and science degrees, Phung went to work for AT&T and later achieved a career conducting clinical trials in the biotech industry. Part of him nevertheless hankered for business. “It’s in my nature to be my own boss, even as a sideline,” he explains.

He last year acquired the first California franchise for PJ’s Coffee and chose a Carmichael location. “I grew up in this area and I feel at home here,” he says. Opening to hectic trade this week, the café didn’t just deliver coffee, pastries and sandwiches; it greatly improved the look of its neighborhood. “Our building (a shuttered Mexican restaurant) had been empty for more than 10 years and it was an eyesore,” says the entrepreneur. “The roof had fallen in and everything inside was trashed.”

A licensed builder and indefatigable handyman, Phung tackled much of the rebuild. “The only thing that didn’t need replacing was the tile floor,” he says. “We’re on one of the busiest corners in Sacramento. We’re close to freeway on-ramps and surrounded mostly by mom and pop operations. I like that -- family businesses are part of my culture.”

In tune with a COVID world, Phung’s café is drive-through only. He plans a sit-down patio for pedestrian customers and is meantime one of few local vendors with a window for sidewalk purchases. “Lots of workers walk during their lunch hour,” explains the entrepreneur. “Why shouldn’t they get walk-though coffee?”

Fifteen high school and college-age kids are his helpmates. “I hired people with no previous experience, because I wanted to train them myself,” says the boss.  “Our coffee has to taste consistent, whoever makes it.  I also chose people with friendly personalities. I feel a cup of coffee gets you in a good mood to start your morning. Coffee and a good barista can make your day.”

PJ’s Coffee is located at 5146 Manzanita Avenue, Carmichael and open from 5:30 am to 8 pm.  For menu information visit www.pjscoffee.com/carmichael