Deluxe Business Spotlight: Sammy’s Avenue Eatery continues entrepreneurial journey

Sammy McDowell (l) and SBR Season 6 cohost Baron Davis

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For nearly 10 years, Sammy’s Avenue Eatery has been a mainstay for the community along West Broadway in North Minneapolis. The well-known café is a place of solace, offering local residents a dependable space for conversation as well as healthy options for dining out. “We love serving our diverse and thriving community – folks are real in North,” said owner Sammy McDowell.

Dipping into his personal savings and taking inspiration from his grandmother, Sammy opened the Broadway shop and hasn’t looked back, adding a food truck and a soon-to-open food hall just blocks from the original location. The latest project will fulfill his dream to mentor younger entrepreneurs to one day open their own restaurant business.

With plans for growth and incubator space on the horizon, it was the perfect time to reexamine the business. Fortunately, Sammy’s Avenue Eatery was one of six Black-owned businesses selected to be featured in Season 6 of the Small Business Revolution – an Emmy-nominated series by Deluxe, designed to help small businesses overcome marketing, finance and operational challenges.

Harnessing the power of community

One of the first areas of improvement was refreshing Sammy’s website to highlight not only the fresh menu, but also capture the café’s spirit of hospitality.  The marketing team from Deluxe focused on designing a site that would greet online visitors the same way they are greeted in person – with a smile and a friendly ‘hello, what would you like?’

New website

A fresh, new logo

Along with the new website, the design team from Deluxe wanted patrons to feel the energy and comfort of owner Sammy, as well as the café’s commitment to freshness through its staple offerings. In addition to the new logo, the team also designed a signature wall mural as a backdrop to enhance the dining experience.

Adding some swagger to Sammy’s SWAG             

Lastly, Deluxe wanted to provide an opportunity for fans of the neighborhood’s beloved café to support Sammy’s even further with branded merchandise. Not only will these items spread goodness in the community, but also offer another revenue stream for Sammy’s to grow even stronger.

Watch the Complete Makeover

To hear more about how this neighborhood café has become the backbone of North Minneapolis, head to Hulu, or, where Deluxe teams up with community leaders and industry, financial, and tech experts to help Sammy’s Avenue Eatery continue its entrepreneurial journey.