Coffee And WHAT?! Behind New NYC Deli's NSFW Name

INWOOD, NY — Some pedestrians are doing a double-take while walking past the new deli at 4931 Broadway near 207th Street, and for a good reason.

Hanging above the newly-opened deli next to the Capitol Diner is a sign proudly advertising “Coffee and F—in Bagels,” which is also the new convenience store’s namesake.

While the store only opened at the former site of Castle Beauty & Accessories on Tuesday, the business has already gained the attention of plenty passersby.

"I hope the bagels are f—in awsome," one user wrote in an Inwood Facebook group.

"I think it’s childish but also kinda funny," another said.

"Real classy," chimed a third.

“All customers say they came in because of the sign,” said store owner Khaled Benkirat, who lives next door and serves as the sole employee of the location. “Customers say they love it.”

In fact, Benkirat said the name — affixed to scaffolding at the moment — has been such a hit that he plans to erect permanent signage in the coming months.

Coffee And F—in Bagels is the first Inwood shop for Benkirat, who came to the U.S. about two years ago after working for years as a mechanic in Dubai by way of Algeria.

“I worked as a mechanic for 10 years, but I like to speak with people,” he said of the career switch. “My customers are friends, they’re some of my best friends.”

Benkirat said his relationships with some customers have become so strong that they spend time outside of work and even travel together.

His first venture in the U.S. took the form of a partial ownership of a deli near Tompkins Square Park in November. Creative differences led him to scrap the project and find a location he could put his whole heart into: the result? Coffee And F—in Bagels.

"This is exactly the stereotype I had in my head as the type of completely logical thing a person might name a business in NYC when I moved here from Minnesota," one social media user said of the sign. "Completely to the point, and no beating around the bush. So I kind of love it. Or at least I admire it."

"I laughed for a full block after seeing that sign last night," another user said.

But do New York City officials get the joke?

The NYC Department of Buildings told Patch its signs unit is looking into the display and investigating whether it complies with the city's code and zoning regulations.

A representative from Inwood’s community board did not immediately respond to a request for comment.

Benkirat told Patch his signage passed all bureaucratic hurdles; he even hired a lawyer to verify the sign’s legitimacy, he said.

“I wanted [to name it] something different,” he said of the store. “I got a lawyer and everything; nobody else can have that name now.”

Coffee And F—in Bagels is open 5 a.m. to 11 p.m. daily.