Lifting Up to a New Level

When Matt Swank purchased Lena’s Pizza in Fredonia, New York, his first challenge was dealing with the brand’s legacy, while wanting to put his own mark on the business. 

“We faced the challenge of making sure our existing customers knew we were keeping the product the same historical product for which we had become known,” he told Modern Restaurant Management (MRM) magazine. “However, we also wanted to add our own touch to some new menu items.”

To help direct him on the right path, Swank found a fairy godmother of sorts in Amanda Brinkman, chief brand officer of Deluxe Corporation, when the opportunity arose to participate in Small Business Revolution, a reality series that helps small businesses across America. The fifth season spotlighted Fredonia as a team of marketing experts from Deluxe helped a group of small businesses in the upstate New York village rework their business models to combat the pandemic.

“Small Business Revolution wasn't an opportunity that…