In a Historic Philly Market, This Family-Owned Deli Counter Had My Favorite Sandwich in the City

On a breezy spring afternoon in Philadelphia, I found myself navigating the bustling maze of Reading Terminal Market with a purpose that only hunger can conjure. The old market hall buzzed with the familiar medley of clanging pans, shouted orders, and the harmonies of diner contemplating their orders out loud. A century of culinary tradition unfolded around me—Amish pretzels twisted by hand, cheesesteaks sizzling on flat tops, butchers cleaving bone from flesh. But what I was after was something decidedly different. I was there for a vegan Italian hoagie.

I know, I know, you probably thought I was going to say something different. And while yes, I did end up indulging in a scrumptious apple blossom, heated up and doused in whipped cream (not vegan, sorry), I had heard good things about Luvh Vegan Deli and had to give it a shot. As the only fully vegan restaurant in Reading Market, and from what I could tell, the only vegan deli in the area, I was determined to get my hands on one of these sandwiches...maybe two if I was feeling ambitious.

Luvh Vegan Deli isn’t the type of place that demands your attention. Tucked into a modest counter within Reading Terminal, it doesn’t scream for it either—no sizzling griddles or wafts of meat fat rising into the air. Instead, there’s a quiet confidence to its presence, as if the food knows it’s good and trusts you’ll find your way.

I searched row after row until I finally stumbled upon it. The bold, blocky letters spelling “VEGAN DELI” stopped me. The counter is small and unpretentious, with friendly staff who chat like you're already a regular. Next to where you order, neat stacks of housemade “meats” and “cheeses” sit beside homemade baked goods in the "to-go" section, so if I were REALLY hungry, I could've just grabbed and left. But I wanted something fresh and made to order.

I ordered the Italian. I assumed it would be good—Reading Market has a way of filtering out mediocrity—but I didn’t expect it to become the best sandwich I’d eat in Philadelphia.

The hoagie came layered with peppery slices of seitan salami, fennel-spiced vegan ham, and a creamy white cheese made in-house that actually tasted like provolone. But what really sold it were the small details: the oregano-laced vinaigrette drenching every bite, the bite of the red onion, and the freshness of the hoagie—crispy, chewy, perfect. It was all held together with a tight paper wrapper, the kind you peel back slowly while trying not to devour it in two bites.

I grew up in a family of Italian sandwich purists. I’ve eaten hoagies in New York delis, Miami bodegas, and New Jersey sandwich counters, all of which claim to have invented the genre. But Luvh’s version managed something rare—it didn’t try to imitate meat. It celebrated its own textures and flavors, paying homage to the real thing while creating something uniquely satisfying in its own right.

I ended up getting two sandwiches at Luvh Vegan - the Italian hoagie and the Reuben. I just so happened to take the Reuben home for a second lunch the very next day. Although I will say, I wish I had tried the Reuben fresh, as it was meant to be eaten.

Options like Luvh aren’t just about dietary preferences. They’re about accessibility. About honoring tradition while making room for new narratives. Not everyone can—or wants to—eat dairy or meat, and being able to share in the sacred act of sandwich-eating, especially in a city like Philly where sandwiches are a kind of religion, matters more than we often admit.

Want another incredible vegan spot in Philadelphia? Monster Vegan is a themed restaurant with a beautifully dark twist.