Deena's coffee shop looks to serve a cup of community

As you walk into Deena’s Coffee Shop, the aroma of freshly brewed coffee fills the space. Music plays as the door swings open, while behind the counter, owners Alyssa and James Helfer greet customers with a smile. 

Located on 417 N. Reserve St, Deena’s Coffee Shop, looks to be a place where to welcome people and promote community. Alyssa said she always knew she wanted to open a coffee shop. Named after her grandmother, she and James saw the opportunity to open Deena’s Coffee Shop in Muncie and didn’t run away from the idea.  

“[My grandma] was the one who really put the idea in my head to take my passion and open something like this,” Alyssa said. “I'm from [Muncie] and I know how serious the local people are about us supporting small businesses. I know coffee shops tend to attract students. It was just the perfect place.”  

Deena’s has been open since Jan. of 2025, and the Helfer’s use their shop as an opportunity to give back to the community of Muncie. In their first month of operation, they donated meals to Common Market to help give food to those in need.  

They also supported the Isaiah 117 House, an organization that works to help eliminate the trauma that comes with the transfer of kids into foster care. Deena’s also works on promoting other small businesses in their shop as well, showcasing a variety of baked goods, paintings and other items.  

“We want to make people feel like they're doing something good by just buying their coffee every day,” Alyssa said. 

Alyssa and James have been married for a year, and just a few months ago welcomed their first child, Ruby. Now, they run the coffee shop in Muncie while also running a family at home. 

The future of Deena’s includes roasting their own beans and selling them to other local shops and community members who want to bring Deena’s coffee into their own home.  

“We want to use this shop as a philanthropic shop as well as to be a test kitchen for our beans,” James said. “That's the business model.”  

Day-to-day business for the Helfer’s includes waking up early, taking care of their family, commuting to their shop, and greeting customers who filter in and out throughout the day. At the end of the day, they close shop, head home and prepare to do it all again the next day. 

“It truly is very difficult, which makes everyday a reward,” James said. “You go to bed tired, wake up, and you have a full day ahead of you, and I like that aspect.”  

Deena’s Coffee Shop can be found on Facebook, Instagram, and TikTok.  

Contact Kylee White via email at kylee.white@bsu.edu.