By Aila Boyd
aboyd@mainstreetnewspapers.com
For years, locals strolling along the Roanoke River Greenway would stop at Dilly Dally for a bite or a treat. Now, the familiar neighborhood spot is getting a fresh start under new ownership.
Maggie Brill, a longtime hospitality professional and Salem resident, recently purchased the building that formerly housed the business. Although she didn’t buy the original business itself, Brill has reopened the space as a hybrid convenience store and deli, blending nostalgia with new ideas.
“I walk the Greenway all the time, and I kept an eye on the property when I saw it was for sale,” Brill said. “When the price dropped about $90,000 after the business part was taken off, that’s when I really jumped on it.”
Brill officially opened the doors earlier this month and has been overwhelmed by the community’s response. “Everyone has been amazing,” she said. “The whole neighborhood has come out in support. I’ve already got repeat customers—some come in a couple times a day. People are just really happy to have something they want and need in this neighborhood.”
Brill’s path to business ownership has been anything but conventional. She’s spent her career in the hospitality industry, from corporate work to high-end dining. She even became a certified sommelier—though she admits that’s not exactly a requirement for running a deli.
She also owned a popular food truck in Roanoke City for five to six years, regularly serving events at Elmwood Park and booking out more than a year in advance. When the pandemic hit in 2020 and events were canceled, she pivoted, selling the food truck and investing in the stock market—an investment that ultimately allowed her to purchase the Salem property.
“This is a whole new endeavor for me,” she said. “I’ve never done a convenience store before, but I’m excited.”
The shop offers a full-service deli with hot sandwiches, soups in the winter and plans for a barbecue pit in the back for pulled pork and sliced brisket. Brill recently secured her ABC license and looks forward to offering beer and wine.
“I’m excited to have some reasonably priced good wines in here,” she said.
Currently, Brill employs three people—two part-time and one full-time—but she plans to expand her kitchen staff soon. She’s been working long hours, sometimes as many as 95 in a single week, but says that’s part of the commitment when opening a business. “You’ve got to be in it to win it, especially in the beginning,” she said.
Brill also lives in the apartment above the shop, a setup she’s long dreamed of. “It’s a dream, honestly,” she said. “Before 2020, I was looking for a mixed-use place where I could live upstairs and run a business downstairs. I feel very blessed.”
Brill has ambitious plans for the property’s future. She’s secured permission to host events in the backyard and envisions live music on Saturdays during the warmer months. She hopes to launch the first event this Christmas, with a holiday bazaar featuring craft vendors, live music, kettle corn, hot chocolate and Mrs. Claus reading stories to children.
“I like to bite off a lot,” she said with a laugh. “But so far, so good. I just went ahead and opened the doors, and the neighborhood is enjoying watching it progress.”
Despite one young customer’s tears on opening day when he discovered the Superman ice cream was gone, Brill is confident that the reimagined space will become a beloved community fixture once again.
