But at 195 Dekalb Avenue, in the suburb of Fort Green, a Johannesburger and his wife have found unlikely success, running their very own New York City-style shebeen.
In 1999, Mark Henegan and his wife Jenny started Madiba Restaurant, named in honour of former President Nelson Mandela.
Since then, it has grown into one of the top listed restaurants in New York City.
The influential Gourmet Magazine listed Madiba as one of the ten most interesting places in the United States.
The restaurant guide, Zagat 2009, says the vibe at Madiba "suits the age of Obama".
"Madiba restaurant pays homage to Nelson Rolihlahla Mandela and is dedicated to the future of South Africa," Henegan says.
That future, he says, "promises greater cultural harmony, economic development, and collective enjoyment of a world in one country".
"Our concept is steeped in the tradition of a shebeen, the informal dining halls in South African townships.
"We have all the traditional tastes, pap and boerie, bobotie oxtail, umqushu. We also have an SA only wine list."
Henegan says one the restaurant's aims is to take the concept of ubuntu (humanity) and spread it around the United States.
"South Africa's townships have flourished as the hub of activity and social life in each community.
"The feeling of ubuntu is the very core of each township's existence.
"The shebeen's have always been gathering places where South Africans leave the work-day behind to embrace joy, laughter, community, and a little beer to boot.
"The shebeen offers sanctuary to the weary and well-travelled. A visit to one is the ultimate experience of everyday-life one can have while touring South Africa."
"Through our cuisine, music, arts and crafts we sell and also our catering business, we want to try and preserve the culture and vitality of the South African experience."
In past decade, Madiba Restaurant has become something of a gathering point for South Africans living in New York City.
"Since 1999, Madiba has been a cultural hub, and something of a haven for South Africans and those interested in South African culture," Henegan says.
"The Madiba community is made up of goofy people, fun loving people, pain-wracked people, old people, young people, black, white, Asian and Latino people.
"We have moneyed people and not so moneyed people.
"Some love Jesus, some love Buddha, some love that hottie who sits across the bar each Sunday."
Clientele have included Archbishop Emeritus Desmond Tutu and members of the Mandela family.
It has also catered events for the United Nations, the South African Consulate and South African Tourism in New York.
Customers have been entertained by a number of South African musicians, including the saxophonist Hugh Masekela, Bongo Maffin and Zolani Mahola, the lead singer of the group Freshly Ground.
The restaurant, which donates portions of its profits to the Ubuntu Education Fund and Ethembeni School of the Blind, has done so well that the Henegans are now adding a second location in South Beach, Florida.
Henegan, 41, was born in Benoni outside Johannesburg and spent his teenage years in KwaZulu-Natal in the city of Durban.
He dreamed of being a fireman and later a vet, but it was when he began "bussing tables" at his father's coffee shop at the age of 12 that he developed his passion for the restaurant business.
Henegan arrived in the United States in 1987 and commenced his hands-on education at top New York City restaurants including Bayard and Il Buco.
He spent ten years travelling across the US, Europe and Central America when he joined up with his wife Jenny Kennard, who he married in 1997.
In 1999, the Henegans opened Madiba, the first South African restaurant in New York.
"The rooftop leaks like a government-sponsored agency, the ceiling is cascaded with wires but Madiba Restaurant is a great place to celebrate life," says Henegan.
Henegan feels the coming year, with a the Soccer World Cup and Clint Eastwood-directed movie on Mandela's role in the 1995 World Cup, will create more interest in South African culture.
"We are definitely looking forward to the movie and it will of course attract people interested in South Africa.
"We are working with Fifa and are doing lost of promotion work for the World Cup.
"This is going to be a fantastic year for South Africa."
Source: Sapa
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