Rao's Homemade, maker of authentic Italian pasta sauces, frozen entrees, soups, and pastas, is planning to open its first-ever pop-up store in New York City next Friday, April 22.
In addition to products from the full Rao's Homemade portfolio, which will be available at 15 percent off, The Saucery by Rao's Homemade will offer items from the Rao's Homemade Limited Reserve collection, a line made using what the company described as “ultra-premium” Italian ingredients. Products in the Limited Reserve line include White Truffle Marinara, Ligurian Olive Oil, and others.
The concept for The Saucery by Rao's Homemade was inspired by a winery, Priscilla Tuan, chief marketing officer of Sovos Brands, parent of Rao's Homemade, told SFA News Daily.
“We wanted to offer our loyal consumers and fans an immersive Rao's Homemade experience that celebrates the quality ingredients, authentic Italian heritage, and the delicious flavors that set our products apart,” she said.
Located in an existing retail space in New York's posh SoHo shopping district, the store will not only be the first pop-up for Rao's Homemade, but also the first for any of the Sovos Brands holdings. Sovos' other brands include Noosa Yogurt; Birch Benders, a maker of pancake and waffle mixes and other related products; and Michael Angelo's line of frozen Italian entrees.
Tuan said the company chose New York City for the store because it's a trend-setting food destination, a hub for Italian cuisine, and situated just across the Hudson River from Rao's Montclair, New Jersey, headquarters.
Located at 579 Broadway, the three-day pop-up "will be a once-in-a-lifetime experience that will transport visitors from the busy streets of New York into an Italian marketplace that includes fresh ingredients and tasting opportunities,” she said.
The Saucery will offer educational components that include information about Italian ingredients, cooking demonstrations, and wine pairings.
In addition to the Rao's Homemade and Limited Reserve food products, the store will offer unique, luxury merchandise such as rose gold “Saucy” jewelry and rhinestone-encrusted sauce jars.
To celebrate its first pop-up marketplace, Rao's Homemade partnered with film and television actress Busy Philipps to develop an exclusive "Saucery" recipe. Consumers can learn more about the inspiration for the recipe and purchase ingredients at The Saucery. It is the second time Phillips, a known foodie, has partnered with Rao's Homemade, after developing a Bloody Mary recipe that included Rao's Homemade Marinara sauce last year for a fundraiser.
Rao's pledged to donate 100 percent of all proceeds from The Saucery to Jersey Cares, a local nonprofit and longtime partner of Rao's Homemade.
Visitors to The Saucery will be admitted free of charge on a reservation-only basis. The company is also planning a virtual Saucery where out-of-town consumers can shop and experience what the pop-up has to offer online. In addition, it is also giving away a trip for two to visit New York City and The Saucery in person, including a $600 shopping spree at the pop-up.
Tuan didn't rule out the possibility for future pop-up stores.
“Right now, our focus is creating the best possible experience for consumers at this location, but we're always looking to give our customers more opportunities to interact with the Rao's Homemade brand,” she said.
Related: Pop Up Grocer to Open in Chicago; Misfits Market Launches Pop-Up Mobile Tour.