York Deli, New York City

We are continuing our highlight of New York City’s storefronts with privilege signs by posting our photo of the wonderful York Deli on York Avenue in the Upper East Side of Manhattan. This deli has a great example of a Pepsi “Privilege Sign” which is an industry term for the promotional signs installed by large corporations such as Coca-Cola, Pepsi and the Optimo Cigar Company. They were popular in the 1930s through the 1960s and received their name because store owners were given the “privilege” of completing the signs with their own copy. Large companies benefited from the signs because they were an easy way of weaving a marketing campaign right into a building’s façade. The signs were not only given free to store owners, but they also brought people into the store with instant brand recognition. 

Sadly, many of New York City’s privilege signs have disappeared in the 25+ years we have been documenting mom-and-pop storefronts but thankfully York Deli has kept their Pepsi privilege sign from the 1970s in place even though they more recently added a plastic awning advertising the other goods and grocery items they sell.