Brothers Dan and Nick Tenuta serve as managers and incoming fourth-generation leaders at Tenuta’s Delicatessen & Liquor, a 75-year-old family-owned market and deli in Kenosha.

Dan and Nick decided they would join the business after graduating college and continue the family legacy. In assuming their roles, the brothers began making changes to evolve the business with modern technology and marketing.

In 2021, the duo began working with Kenosha-based marketing firm Dooley & Associates to overhaul the deli’s digital footprint, marketing and communications, point-of-sale system, and product portfolio. They redesigned Tenuta’s website, social media accounts and advertisements as well as the company’s marketing strategy to move the business into the future.

“From the start, they have been focused on maintaining the authenticity and legacy of Tenuta’s while embracing the future,” said Jennifer Dooley-Hogan, principal at Dooley & Associates.

Dan’s responsibilities involve managing the deli’s inventory and placing new food orders while Nick’s include community outreach, managing the beer, wine and liquor departments, and training new hires. Both agree that expanding the business’ technology and online presence while honoring tradition was a must in the continuation of Tenuta’s.

“It’s been a difficult task because it involves me convincing my father, who still owns the business, of certain new ideas and products that help us keep what we have to offer fresh and new,” Nick said.

Outside of day-to-day operations, Dan and Nick help Tenuta’s stay involved in the community through participating in several fundraisers and providing local companies with donated products like bottles, baskets and gift cards. Notable donation recipients include the Boys & Girls Club and the Shalom Center.

“My grandpa always prided himself on helping people,” Dan said. “Our family is very grateful for the lessons he taught us, and we now do what we can to continue his legacy.”

Read more at the BizTimes.