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Season 3

Episode 5: Lovett’s Soul Food

Merry Lovett and her son, Brad Chavours love to cook; it’s in their blood. When they started making large batches of their soul food like snoots, chicken and catfish at home to sell to friends in and around Alton, they learned that maybe they had the makings of a restaurant business. While their food may be popular, they find themselves barely getting by. With a loyal following, they need to expand their customer base beyond Alton in order to stay in business. Additionally, they are operating without a formal lease, which is posing major heartache for the family.

Deluxe’s Amanda Brinkman brings in world renowned chef, Deborah VanTrece of Twisted Soul Cookhouse & Pours in Atlanta, Georgia, and the team at Deluxe to help transform the Lovett’s brand into a true soul food experience. With some direction from Ty Pennington on the interior, Merry and Brad will be ready to cook up some soul in their updated space. Watch as the Deluxe team updates Lovett’s branding; including a refreshed logo, branded food tissue and takeout bags, along with a new website, and take this hometown favorite into a Midwest soul food destination.

How we transformed

Lovett's Soul Food

Dig deeper into the thought and decisions that guided the Deluxe team as they developed Lovett’s marketing strategy.

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