As part of our visit to the USA to participate in the Premier League Summer Series, we’re working in partnership with Intuit QuickBooks to spotlight local small business owners in New York and New Jersey who are also passionate West Ham United supporters…
New Jersey’s Alejandro Daza has followed in some of his favourite Hammers stars’ footsteps by displaying grit, determination and perseverance to make his dream come true.
Originally hailing from Bogotá, the capital of Colombia, Alejandro moved to the United States in 2015, lacking the English language and starting from scratch, but full of ambition and a hunger to learn.
After starting out selling shoes, he later took his first steps in the hospitality industry as a dish washer and quickly stepped up the ladder, turning his hand to cooking and leading behind the bar, constantly advancing his skills and learning new ones.
Eventually, he decided to take the plunge and throw everything he knew into his own project. Together with his friend, and now business partner - Miguel Lima - Alejandro opened the doors to Spritz Café in February 2025, where he has since been serving his local community with a big smile.
“It’s been an incredible journey,” smiled Alejandro. “I always wanted to do big things, and when I first got to the USA, I realised I could make it if I worked hard.
“I always threw myself into everything, listened to people, and then projected that knowledge to whatever next step I was taking. Some things took time, such as going from the back to front of house in a restaurant, but I’ve always enjoyed giving quality service and embracing challenges.
“The next step was to take on my own place, to serve and help the community. I wanted to bring a fresh concept to the neighbourhood, and I felt I could put all my knowledge and experience together to do that.
“I worked with Miguel at a bar, and always had huge trust in him. I told him about my plans, and he said yes straight away. It’s been challenging, but also hugely rewarding, and now we just want to keep improving going forward.”
Living just a stone’s throw from the Union City-based café, with his wife and young daughter, Alejandro puts the local area at the heart of what he does, believing that the relationship between small businesses and residents is a vital component of a community.
He also recognises the power of connection that football offers, and has enjoyed bringing people together in his first few months in business by showing matches live at Spritz.
“We’re always focused on helping our community, who have shown us huge support since we started out,” Alejandro continued. “We’re always keen to hear what people think, and to act on that to try and deliver a better product. We love evolving and trying to get better!
“We had a grand opening party in May, when about 60 people showed up, and we’ve been shown such good will by people like the Mayor, and also the Police Department who are located across the road from us.
“People have also come together when I’ve shown football here, which is one of my big passions. The sport continues to grow in the USA, it sparks conversation and debate, and people get hooked on it, like I am.”
Though he is happy casting an eye over any match on TV, Alejandro fully comes to life when his Hammers heroes are strutting their stuff, having grown to love the Club back in Colombia in his youth.
With West Ham in the USA for the ongoing Premier League Summer Series, Alejandro was delighted to be given the opportunity to support the team in-person for the first time against Manchester United at MetLife Stadium on Saturday, with the Club and Intuit Quickbooks teaming up to gift him two tickets as well as a new 2025/26 Home shirt.
Alejandro added: “I used to watch the Premier League when I was a kid, when football wasn’t as easy to access. Little by little, I started feeling closer to West Ham than any other team, because they had iconic Latino players such as Carlos Tevez.
“By the mid-2010s, I was loving watching the likes of Manuel Lanzini and Michail Antonio, and soon I was starting to move things in my schedule to make sure I could always watch the games.
“I love spreading my love for West Ham, and making them part of my community. It’s so special that they were here in New Jersey, and to get to go to the game, wear the jersey and work with the Club has been amazing. Thanks to West Ham and Intuit Quickbooks for giving me such a brilliant opportunity.”
For more information about Intuit QuickBooks, click HERE.
Click HERE for more on Spritz Café.
