Born and raised just two minutes from the heart and soul of Philadelphia, Dina Lauro knows a good cheesesteak when she tastes one. It runs in the family — her grandfather, Joe Sr., perfected his craft at the legendary Jim’s Steaks before opening Joe’s Snack Bar in the 1960s. For Dina, hoagies and Philly’s weren’t just food — they were tradition, family, and a way of life.
Now rooted in South Florida, Dina is proudly carrying that legacy forward — with a fresh, plant-based twist. Same bold, nostalgic Philly flavor, reimagined using 100% clean, plant-based ingredients.Every bite of her house-made seitan “steak,” dairy-free “cheese whiz,” and scratch-made desserts is crafted with love, care, and real ingredients. With the support of her incredible team, Dina is serving up comfort food with a gourmet edge — made to surprise and satisfy vegans and non-vegans alike.
This deli was built by three people with a shared dream — Dina, her father Joe, and her partner Brian. Together, they laid the foundation. Dina and Brian poured their hearts into growing the deli day by day. Brian was not only Dina’s best friend and boyfriend of 18 years, but also a beloved presence to customers and staff alike. His warmth, kindness, and dedication are deeply missed every day, and his spirit lives on in every sandwich and smile shared here.
