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Season 4

Episode 2: Whilma’s Filipino Restaurant

From every nation on earth, people come to America in search of the American dream. It takes dedication, hard work and passion to reach those lofty goals. Whilma Frogoso is a shining example of what it takes to achieve the American dream. Whilma left the Philippines with her husband and four children for a chance to give her children a better life and a better future.

Arriving in Searcy, she found work where she could for a few years before deciding to open her own restaurant, bringing her father’s traditional Filipino recipes to Arkansas. And while her food is delicious, roughly 80 percent of her customers are local college students and when school isn’t in session, business suffers. In addition, locals are unaware her restaurant exists.

Deluxe brought in James Beard Award-Winning Chef and Restaurateur, Ann Kim, to help change the perception of Whilma’s and get the word out. The Deluxe marketing team updates Whilma’s branding, giving her a new website with more insight on her food in order to drive more customers in to eat. Ty Pennington provides advice on how to update her restaurant in ways that will help her financially. Make sure the tissues are on hand when watching this amazing transformation come together.

How we transformed


Dig deeper into the thoughts and decisions that guided the Deluxe team as they developed Whilma’s Filipino Restaurant’s marketing strategy.

Get to know the characters in this episode:

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