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Season 5

Episode 4: Lena’s Pizza, Subs & Wings

After spending fifteen years in the corporate world, Matt Swank found himself yearning to return to his hometown of Fredonia, NY, and to the pizza shop he worked at during college – this time as the owner. Matt made three offers to buy the business from his mentor and original owner, Pat, and in 2018, a deal was struck. A beloved local favorite, Matt found Lena’s Pizza, Subs & Wings was still producing the same quality and friendliness for fans in Fredonia, but it was also holding on to several outdated processes both in the shop and online.

Deluxe brought in JJ Haywood, CEO of Pizza Lucé, a renowned, multi-location pizza business in Minnesota, to help Matt modernize his operation to support Matt’s plans for growth. The Deluxe team focuses on helping Matt evolve the brand and rebuild his website to allow online ordering, while Ty Pennington rolls up his sleeves to provide advice on upgrading and maximizing indoor and outdoor space options. See how Lena’s Pizza, Subs & Wings transformation comes together to give this iconic pizza shop the reboot it needs.



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