The owners of the much-loved New Farm Deli in Brisbane have vowed to rebuild after a fire destroyed their 40-year-old business overnight.

It took more than 30 firefighters to control the blaze that started in the kitchen and quickly spread to the roof of the Merthyr Road business just after midnight.

Fire investigator Mark Dorman said a worker in a nearby supermarket smelled smoke and called triple zero.

New Farm Deli has been operating for more than 40 years, offering traditional Italian cheeses, meats and other delicacies and is considered a local institution.

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