Watchable Brand: Regina's Grocery

Watchable Brand: Regina's Grocery

by Alona Elkayam

Watchable Brand Score: 🎠🎠🎠🎠🎠 5/5 Carousels

Regina’s Grocery isn’t just another Italian deli. Spend one minute on their Instagram and get lost in La Dolce Vita meets La Cosa Nostra–family, loyalty, and food.

Listen to Cold Cuts while reading, their newly released playlist of B-sides from soul, disco, and funk "that fuel the heartbeat of Regina’s."

 

Founded in 2017 by Roman Grandinetti and his mother Regina, walking into any of their four locations (Lower East Side, Little Italy, Upper East Side, and Bed-Stuy) feels like stepping into your nonna’s 1970s home–wood-paneled walls, Sicilian crochet window covers, and food served on traditional Italian porcellana.

The original Lower East Side location set the tone, but the brand’s growth has made it clear: people are craving more than just a meal—they want tradition, intimacy, and consistency in an increasingly chaotic world.

In a world that can often feel overwhelming and disconnected, the need for tradition and familiarity is stronger than ever. Carl Jung once said, “The creation of something new is not accomplished by the intellect but by the play instinct acting from inner necessity.” People are drawn to brands like Regina’s because they offer more than just food—they offer a connection to something timeless, something that feels safe and comforting.

 

Regina’s Grocery blends tradition with modernity in a way that feels effortlessly cool. The menu, named after family members, tells the story of Roman and Regina’s journey, making every bite feel personal. Take the Uncle Jimmy:

Prosciutto
Fresh Mozzarella
Hot Sopressata
Arugula
Regina’s Hot Pepper Spread
EVOO, Balsamic
Roasted Reds
On Stirato Bread

Their Instagram isn’t just a food blog—it’s a way of life. They don’t have TikTok, Twitter, Facebook, Threads, or BlueSky. Just Instagram and a website, and that’s all they need. From their most recent feature as the location for the Skims X Dolce & Gabbana new line to a line of menus for sale that double as sun reflectors in the summer a la Pauli Gaultieri in The Sopranos, Regina’s Grocery is so binge-worthy.

Customer content from French artist David Bicari feels like he just happened to come in and start drawing flowers, rather than a planned collab. Or a sit-down with Lawrence Schlossman, co-founder of Throwing Fits (who I follow on Substack, small internet world), just feels like he stopped by for a sammy. No bullshit.

The photography is stunning, from food showcasing the sandwiches in all their glory to the impromptu family shots. The collaborations, from fashion to local businesses, keep things interesting but always with an eye on the traditions that built the brand. The expansion of Regina’s to different neighborhoods proves there’s more than just a hunger for food—it’s a hunger for something consistent, something that makes people feel grounded.

As Dr. Esther Perel, the renowned psychotherapist, notes, “In a time where everything feels uncertain, people crave consistency and reliability in the relationships they hold dear.” Regina’s carries a promise: A taste of love, made with love, served in a home filled with love.

Regina’s, now seven years old, is the kind of place that will be here long after we’re all gone, with its roots firmly planted in the fabric of New York’s Lower East Side. It’s not just a deli—it’s a legacy in the making, and someone needs to write a book about it.

Watchable Brand Criteria Anatomy:

1. Episodic and Serialized Content

2. Always-On Editorial Calendar

3. Connected Customer Journeys

  • Partnerships with Merz b. Schwanen, offering fresh, elevated content send us to the website to learn more about the brand.

  • Customer Spotlights: Real customer stories, consistently shared, that build a narrative around the community.

4. Emphasis on Storytelling

5. Leading Culture, Not Following It

Want to learn more about Watchable Brands? Here’s the primer. Need brand therapy? Reach out.