Making their dream come true Wolfdale residents’ new business is a deli – and much more
Countryside Deli has been open since December on Henderson Avenue in Washington. The business offers deli meats and cheeses, along with snacks and hot dishes.
Corey DiGiovanni is owner and president of Countryside Deli at 935 Henderson Ave. in Washington. The business opened in December and, along with deli meats and cheeses, offers hot dishes, pepperoni rolls and even broasted chicken.
Corey DiGiovanni, possessor of a master’s in business administration, is trying to master a business – and hoping it doesn’t master him.
“Our dream was to have a grocery store,” he said, referring to himself and his father, Dan, who launched Countryside Deli in Canton Township seven weeks ago. It’s a mom-and-pop place that was once a common slice of Americana, but is nearly nonexistent today.
The son beams at the prospect of prospering in a plaza anchored by Lowry’s Western Shop, along a busy stretch of Route 18 just west of Washington, near their homes. But he and his dad are experienced foodies who are well aware of obstacles to success.
“We’re nervous about it,” said DiGiovanni, 30. “If the community doesn’t support us, we won’t last. This business is tough for the little guy. It’s made for big guys like Giant Eagle.
“We’ve had some great days and some really awful days. But we’re treading water. We’re doing OK.”
His optimism may be bridled, but it endures, and is reflected in the brighly lit, neatly appointed store, which is more than a deli – but wasn’t supposed to be.
“The idea was to be strictly a deli,” he said. “Then we saw this area needed hot food to go.”
And more, including groceries, coffee, sandwiches, and daily specials listed at thecountrysidedeli.com. Oh, and catering.
Countryside has 3,500 square feet with two adjoining rooms. The main one features the deli, kitchen, hot food area, and selections of cookies, ice cream, pop and homemade desserts. There are six tables in the other for on-site dining, plus refrigerated and frozen items and staples such as bread, milk and eggs.
You can eat – or take home – any hot meal there. The hours are 9 a.m. to 7 p.m. weekdays, and 10 a.m. to 6 p.m. Saturdays and Sundays.
“Our three main objectives are good food, a clean store and fair prices,” said DiGiovanni, who is owner and president of the operation.
Pepperoni rolls, cinnamon rolls and apple dumplings have been early favorites.
DiGiovanni opts for local because he is local, a 2003 Trinity High alum who grew up in the Wolfdale section of Canton. He lives there, as does his father, the silent partner who politely declined to be interviewed.
Countryside has a local philosophy, as well.
“We live here, work here and care about this area,” DiGiovanni said. “It’s kind of a grass-roots type of store.”
Store manager Bernie Sendro and the 12 employees likewise reside within a few miles, and suppliers are primarily from Western Pennsylvania.
“Probably about 90 percent of what we offer comes from the Pittsburgh area,” the owner said, enumerating a list that includes Turner Dairy, Hillandale Farms, Albert’s Meats, Silver Star, Cellone and Three Rivers Ice Cream.
“We encourage other local companies to reach out with their products,” he added.
Food has been a family vocation for years. Dan DiGiovanni was a corporate official with Food Gallery, a Pittsburgh area chain that eventually went under. He then took over ownership of a food brokerage business.
After receiving a bachelor’s degree from Washington & Jefferson College, then an MBA from Waynesburg University, Corey worked at Giant Eagle’s corporate offices in O’Hara Township. He eventually joined his dad’s company as a partner before embarking on this venture.
Building it up was a labor of love – and a labor of hate. Because they did not have an overabundance of funds, father and son and their friend, Sendro, did much of the planning and heavy lifting – which were formidable. They had to convert a space previously occupied by Klingensmith Healthcare, meaning it wasn’t grocery/deli-friendly.
“We did not have consultants and engineers as we went along,” Corey said. “We were the consultants and engineers who put this together.”
They were the utility workers, too.
“We estimated that among the three of us,” he said, “we worked 3,000 hours in six months.”
The three, of course, couldn’t handle all of the labor demands. DiGiovanni gives props to Lum’s Electric of Canonsburg, Chris Salvini and Greg Tarolli for their metal work, and Anthony Marinelli of Cesare Inc., the landlord.
Countryside opened Dec. 13, just before the holidays. As anyone selling a home can attest, this is not the time of the year to start an endeavor such as this, but the DiGiovannis did.
Corey said he is amenable to revision and addition. “We will respond to what people want.”
If all goes well, he would like to provide deliveries and ramp up the visibility.
“We put little signs up (out front) when we were building. We haven’t advertised. It’s been strictly word of mouth.”
Countryside Deli (724-222-3354) accepts cash, of course, plus credit and debit cards. It is seeking authorization to accept Access cards and to sell lottery tickets.
DiGiovanni not only is hoping to succeed, but also to fill something of a void for nearby residents, especially those seeking convenience.
“I don’t know how many times a day I’ve heard, ‘This is what we need around here,'” said the young man who is providing it.