Philadelphia-based premium meats and cheese manufacturer Dietz & Watson is launching a limited-time Delishop experience that will run from May 1-July 28 in its hometown in conjunction with its 80th anniversary.
Located in the heart of one of Center City Philadelphia’s liveliest neighborhoods at 501 South Street, company officials said Dietz & Watson’s branded pop-up Delishop will not only be a go-to spot for summertime sandwiches and sides but also a deli-inspired fun fashion destination as well.
“For our 80th anniversary, we wanted to do something special for our neighbors,” said Lauren Eni, VP of brand strategy for Dietz & Watson. “Philly plays such a key role in who we are as a brand. We’ve been a part of this community for four generations, since 1939, and this pop-up seemed like the perfect opportunity to celebrate with the people of the city we consider part of our family.”
Delishop will showcase Dietz & Watson’s signature deli meats in new ways. In addition to selling prepackaged meats, cheeses and snacks, the company will make its first foray into fashion with a collection of deli-inspired apparel and gear—such as a “Hot Dog Life” T-shirt, vintage lunch boxes, hot dog bathing suits and "Dietz Nuts" boxers—which will be available in the store and online.
From a strategic positioning standpoint, it appears that its custom shopping experience will mark Dietz & Watson’s greater aspirations to become a lifestyle brand.
Working with Philly-based ShopHouse Design, the store interior was built and installed by Najeeb Sheikh and will feature several social media photo ops and custom interactive experiences, including a bodega, an urban backyard and art installations created by local Philadelphia artists, Gloss Black and Kyle Earl.
Delishop will host a grand opening event on May 3, with an invitation-only ribbon cutting, followed next over the weekend with an appearance by the Philadelphia Flyers mascot Gritty, who will hand out samples of his custom “Gritty Sauce” (Dietz & Watson Sriracha Aioli) to all in attendance.
The brand will also host various events throughout its three-month run, such as:
- Family Night: On select Tuesdays, Delishop will host a face painter and magician, water ice, music, and fun giveaways for the whole family.
- Hump Day Hoagie Flights: On select Wednesdays, Delishop will serve different hoagie samples from a rotation of Philly’s favorite hometown delis.
- Have a Pair: On select Thursdays, Dietz & Watson is partnering with local brewing companies to offer beverage pairings with its meat and cheese offering.