Smoke and fire that began in a Market Square coffee shop late Friday morning forced the evacuation of several businesses in the busy afternoon lunch spot.

"It was a very labor intensive fire," said Chief Darryl Jones.

No one was injured in the fire, which was reported about 11:45 a.m. It was under control shortly before 1:30 p.m.

Initial reports from emergency dispatchers indicated the fire started at NOLA on the Square, a New Orleans-themed restaurant that closed for months after a 2014 fire started in ductwork above a brick oven.

But later it emerged that the fire started in neighboring Nicholas Coffee. In February, another lunch-hour fire started at the coffee shop and it had to be evacuated.

Thick dirty smoke poured through Delray, the alley behind the coffee shop, and into the street near Fifth Avenue Place.

Smoke so thick near Fifth Avenue Place from fire in Markey Square that it looks like heavy fog pic.twitter.com/zcsLVRtIAd

— Megan Guza (@meganguzaTrib) June 30, 2017

Jones said fires are not unique to Market Square.

"Different businesses and different reasons," he said. "No, there isn't a problem in Market Square, it's just some issues that's common for all places that serve food."

Jones said several variables made this fire difficult to fight.

"It managed to work its way into the walls. Once it got into the walls, it was very hard to fight, very hard to locate," he said. "We had to dig it out."

Crews ended up opening up the roof in order to let flames lick through, making them easier to attack.

"It lets the heat and gases out (and) makes it easier for them to get at it," he said.

Arson investigators were on scene but the cause and nature of the fire remained under investigation Friday afternoon. Jones said buildings on either side of the coffee shop likely had some smoke and water damage, but it was too early to speak on the extent of the damage.

Plus, Jones said, it was hot.

Temperatures hit about 86 degrees Friday afternoon, and he said the gear adds an extra 80 to 100 pounds to each firefighter.

Paramedics were on hand to check crews' vitals, though Jones said no firefighters were injured or became unwell. The Salvation Army passed out water, and firefighters wrapped wet towels around their necks to keep cool.

Main concern right now, it seems (outside of the fire inside) is keeping FFs cool pic.twitter.com/S7yQRmWONq

— Megan Guza (@meganguzaTrib) June 30, 2017

"It takes a lot of endurance," Jones said. "It's like wearing a snowsuit on a day like today then going outside and going for a jog."

Megan Guza is a Tribune-Review staff writer. Reach her at 412-380-8519, mguza@tribweb.com or via Twitter @meganguzaTrib.

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