New York City's viral diner is a family affair. See how dad, mom, brother and sister took Datz Deli from $300 a day in revenue to $7,000.

• Datz Deli of Queens is a family business making headlines for its unique menu items.
• It's home to the Dat Mac Patty, a Caribbean beef patty sandwich stuffed with meat and mac and cheese.

In Queens — like many other New York City blocks — there's a family-owned deli on the corner of Hollis Avenue. But this one's unique food is projected to bring in more than $1 million in earnings in its first year open.

I visited Datz Deli last month after witnessing more than a few viral posts gushing over its monstrous, yet delicious-looking, stuffed Caribbean-style beef patty sandwich.

I was greeted by Sunita Pherai behind the front counter, and she proudly introduced herself as the mother of 31-year-old owner Joshua Dat.

She warmly chatted with customers like myself about how she'd left her job as a teacher to pitch in with her son's dream business venture.

The dream began in December 2022 when Dat decided to invest $70,000 to secure the property and start the business. The venture is inspired by his father who Dat says is a great cook who has helped many other restaurants get their start using his chef skills and food knowledge.

"I didn't expect to do as much business as we're doing," Dat said. "People don't understand it's a deli. They think it's a full-blown restaurant."

The beginnings were humble. Dat told his mother that they'd need to make just $300 each day to keep the business afloat. Six months and some viral videos later, the family-run deli is now making between $3,000 and $7,000 daily, according to documents reviewed by Insider.

Here's my experience behind the counter and as a customer at Datz Deli.

Datz Deli gained online popularity as digital food reviewers posted viral content featuring their Dat Mac Patty.

The Caribbean-style beef patty is stuffed with a slice of American cheese, mac and cheese, and meats like oxtail or jerk chicken.      Jordan

Due to its proximity to two major New York City airports, many visitors have made Datz their first stop when they arrive in the city.

One patron freshly from Miami dropped by on his way to the Hamptons for a famous sandwich, which after trying he described as "so fire."      Jordan Hart/Insider

In addition to its famous Dat Mac Patties, Datz serves other dishes inspired by the family's Guyanese roots and other Caribbean countries.

Patrons are greeted with a chalkboard menu breaking down the components of the Dat Mac Patty. They can also view a virtual menu for a comprehensive list.      Jordan Hart/Insider

Despite traveling nearly an hour from Brooklyn to reach the shop, it didn't look much different from my local deli. But the food had its own flair.

The shelves were lined with unusual snacks, Guyanese sodas, and the freezer was packed with frozen oxtail.      Jordan Hart/Insider

I watched as Dat himself sliced open beef patties and piled them high with toppings before finishing them off with oxtail gravy or jerk sauce.

The shop experiences lines out the door for its Guyanese eats, but I visited on a quiet Friday morning before the lunch rush.      Jordan Hart/Insider

The 31-year-old owner works alongside his sister to make sandwiches while his father preps food. It was truly a family affair.

The family bickered, laughed, and planned all while fulfilling orders behind the counter.      Jordan Hart/Insider

The beef patty base is a NYC signature that can be purchased at almost any deli in the city. But Dat kicks the dish up a notch with special toppings.

The sandwiches start at $7 for a patty stuffed with only mac and cheese and go up from there.      Jordan Hart/

Datz brought in more than $160,000 for the months of May and June, financial records show.

Dat pours his six-figure monthly earnings back into the deli in the form of rent and purchasing expensive oxtail for the popular sandwiches.      Jordan Hart/Insider

Its oxtail stuffed patty is its most famous dish, but Datz also offers a jerk chicken option with a spicier sauce for those who want a kick in their sandwich.

The sandwich alone is a meal, and I could hardly finish after a few bites. The leftovers were delicious later that day.      Jordan Hart/Insider

The flavors come together intensely with the rich cheeses, tender oxtail meat, and flaky patty crust all held together by slightly sweet Caribbean coco bread.

The sauce poured over each sandwich saves it from being too dry, and coats each mouthful with extra flavor.      Jordan Hart/Insider

One patron admitted he and his coworkers enjoy the food "too much" as he waited for nearly 10 lunch orders to be filled.

In true family fashion, Dat offered the man a free shirt for frequently placing large orders at the deli.      Jordan Hart/Insider