Brisbane's Beloved New Farm Deli Devastated By Fire

Firefighters have taken more than an hour to control a fire which gutted the famous New Farm Deli in Brisbane.

A blaze broke out in the roof of the New Farm Deli after midnight on Saturday, with about 30 firefighters needing more than an hour to bring it under control. The shopping centre which housed the building was also affected.

Fire investigators came to the scene in the morning, with a small crew remaining to damp down any hot spots.

The New Farm Deli has been a fixture on Merthyr Road since 1975.

"Devastated to advise that our beloved New Farm Deli suffered a major fire around 1.00am this morning," the business owners posted on Facebook on Saturday morning.

Hundreds of supportive comments rolled in on the post.

"Such sad news. New Farm Deli has a special place in our hearts. Thinking of you all," one woman said.

"So sorry for the loss of your beautiful cafe and shop," wrote another.

"My heart is broken for you all. I'm terribly upset about this very sad news," came a third.

On its website, the deli's owners said their building had "been destroyed by a major fire and the business is therefore closed until further notice."

"Everyone is safe and no one was hurt during the devastating event. Vince and Maria have vowed to rebuild their beloved Deli and Cafe and updates will be posted here and on the Facebook page."

Brisbane residents paid tribute to the beloved institution after the news broke.

Police said on Saturday morning that investigations were continuing into the cause of the fire. Roads around the shopping centre were closed and residents told to close their windows to avoid the smoke.

With AAP.