Honestly, walking into Jajaja Williamsburg for the first time feels a bit like a trap. You see the neon signs, the heavy greenery, and the crowd of people who look like they just finished a photoshoot, and you think: "Okay, another 'vibey' spot where the food is secondary to the aesthetic."
But then the nachos arrive.
Specifically, the Grande Nachos. They’re piled high with a fermented habanero and "coco queso" that defies the laws of plant-based physics. Most people assume vegan cheese has to be either rubbery or oily. Jajaja proves that wrong within one bite. It’s creamy, tangy, and messy in the exact way bar nachos should be.
Located at 119 Kent Ave, this spot has become a cornerstone of the North Brooklyn dining scene since it opened its doors in the back of a market space. It’s not just a restaurant for vegans. It’s a restaurant for people who like flavor, and that distinction is exactly why you’ll see carnivores elbow-to-elbow with the plant-based crowd on a Tuesday night.
Why the "Vegan" Label is Basically an Afterthought
If you tell a skeptic they’re going to a vegan Mexican joint, they usually expect a lot of sad lettuce and maybe some unseasoned tofu. Jajaja Williamsburg doesn't play that game. They use things like hearts of palm, jackfruit, and chayote squash to mimic textures so effectively that you actually forget you’re eating plants.
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Take the Crispy Pescado Tacos. It’s not fish. It’s hemp and flax seed-battered chayote. The crunch is legitimate. It has that airy, tempura-style bubble to it, topped with chipotle almond butter and pickled red onion. It’s salty, acidic, and crunchy.
Then there’s the Chorizo Burrito. It’s massive. Wrapped in a flour tortilla and topped with three different salsas to mirror the Mexican flag, it’s stuffed with a pea-protein based chorizo that has that smoky, paprika-heavy kick you'd expect from the real thing. It’s heavy. It’s filling. You will likely need a nap afterward.
The Menu Staples You Can't Ignore
- Beet y Pumpkin Empanadas: These come with kabocha squash and swiss chard. They are earthy and sweet, served with a sharp chimichurri.
- Buffalo Flower Tacos: Tempura cauliflower is the base here. They’re spicy, they’ve got that "queso azul" tang, and they’re arguably the most popular item for a reason.
- Birria Tacos: Served with a dipping consommé that actually has depth. They use a proprietary plant-based "meat" that shreds exactly like slow-cooked beef.
The Drink Program is the Real MVP
You can't talk about Jajaja Williamsburg without mentioning the Mezcal. The bar isn't just an accessory; it’s a destination. While most places phone it in with a basic house margarita, the team here gets weird—in a good way.
The Matcha y Coconut cocktail is a standout. It’s tequila reposado mixed with coco lopez and lemon, finished with a hit of matcha. It sounds like a health drink, but it hits like a proper vacation. If you want something smokier, the Pineapple y Mezcal uses chile de árbol and cilantro to create a drink that’s simultaneously spicy and refreshing.
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They also have a solid "spirit-free" list for the sober-curious or the designated drivers. The Almond Horchata is creamy without being cloying, and the De La Calle Tepache (fermented pineapple soda) offers that funky, probiotic kick that pairs perfectly with spicy food.
Let's Talk About the Vibe (And the Wait)
Here is the reality: Jajaja is loud.
On a Friday night, the reggaeton is pumping, the lights are low, and the room is packed. It’s a "leaning" spot, as some regulars call it—a place where you start the night with a few drinks and end up staying for three rounds of tacos because the energy is just right.
Timing Your Visit
If you show up at 7:30 PM on a Saturday without a reservation, you’re going to be waiting. The space isn't huge. It’s got a mix of booths and bar seating, but it fills up fast.
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- Weekdays (Mon-Wed): Usually chill. You can often walk in around 6:00 PM and grab a spot.
- Weekend Brunch: This is when the Huevo Burrito shines. It’s "eggs," mushrooms, and "steak" (shiitake or soy-based) that makes for the perfect hangover cure.
- Late Night: They stay open until 11:00 PM on Fridays and Saturdays. It’s a great pivot point if you’ve been bar-hopping along the Williamsburg waterfront.
What Most People Get Wrong
People think Jajaja is "diet food." It’s not.
If you’re looking for a low-calorie steamed veggie plate, you’re in the wrong place. This is comfort food. It’s fried, it’s saucy, and it’s seasoned aggressively. The Queso Fundido is a molten bowl of coconut-based cheese and "steak" strips that is as indulgent as any dairy version in the city.
The complexity of the sauces—like the Enchiladas Mole—shows a level of respect for traditional Mexican cooking. The mole is rich, nutty, and has that deep cacao undertone that takes hours to develop. It’s not a "veganized" version of a dish; it’s a high-quality dish that happens to be vegan.
Actionable Steps for Your Visit
- Book ahead: Seriously. Use their website or whatever platform they're currently on. Don't risk the 45-minute sidewalk wait in the Brooklyn wind.
- Order for the table: The portions for the street tacos are a bit small (two per order usually), so it's better to get a spread. Grab the Grande Nachos first, then split a few different taco plates.
- Check the "Secret" Menu: Sometimes they have seasonal specials like a Coquito cocktail in the winter or specialized tamales. Ask your server what’s not on the main printout.
- Explore the neighborhood: Since you're right on Kent Ave, take a walk to Bushwick Inlet Park or Domino Park afterward to walk off the burrito.
- Don't skip dessert: The Churritos with coconut dulce de leche are non-negotiable. They are served hot, coated in cinnamon sugar, and are better than most "real" churros you'll find in the five boroughs.
Whether you're a die-hard vegan or just someone looking for a killer margarita and some top-tier nachos, Jajaja Williamsburg hits the mark. It manages to be trendy without being shallow, and in a neighborhood like Williamsburg, that’s no small feat.