Entrepreneur honors roots and community through food

Jennifer Much

Contributor

February 10, 2025

MENASHA – Wilona “Lona” Young, owner of Chicago’s House of Hoagies, said for her, owning a restaurant is more than just a job – it’s a way to cherish memories, honor her roots and celebrate triumph through tough life obstacles.

A by-chance business 

Growing up on the south side of Chicago, Young said she was surrounded by blocks lined with shops offering Chicagoan-style eats.

About two decades ago, she said she was working for a mortgage and title loan company in Chicago, which eventually led to her relocating to Northeast Wisconsin.

Though the move provided her with a new adventure, Young said she quickly began to miss her favorite foods from back home.

“The valley does not have food like Chicago,” she said. “It’s missing that mom-and-pop diversity, the layers of flavors and love.”

Young said little did she know, but the simple posts she casually made on social media would later inspire her next move in life – business ownership.

“I posted one of my hoagies on Facebook that I had made at home, and it just took off from there,” she said. “I wasn’t even thinking about it – it just turned into a business.”

Young said the post generated substantial interest amongst friends and family, which led her to organize a tasting party at her home. 

“I extended invitations to 30 individuals from Philadelphia and Chicago who were eager to try new foods,” she said. “The event proved successful, resulting in my first catering order and really affirmed my decision to pursue this entrepreneurial path.”

After assembling a plan and taking care of essential business preparations, Young said everything became official – and eventually led to the opening of Chicago’s House of Hoagies at 1089 Racine Road in Menasha.

“I’ve always been a big fan of entrepreneurship and I love food,” she said. “I thought it would be pretty amazing to bring something different and exciting to the valley.”

Young said the flavors she brings to the table are an authentic representation of her upbringing and encompasses her passion for cooking and spending time with loved ones.

“Growing up, we cooked as a family, so I’ve always had a passion for cooking, because it’s a sense of family and togetherness,” she said.

A taste of the Windy City

Though the bread roll sandwiches remind her of spending time with her family, Young said when it came to developing her menu, she gave the hoagies rather special names.

“All of my menu items are named after the neighborhood I grew up in or places my friends and I hung out at,” she said.

Young said all patrons can find a hoagie that suits their tastes, like The Windy City Hoagie, which features turkey, roast beef and sliced chicken deli meat, plus lettuce, tomato, onions, mayo, hoagie sauce, cheese, hot giardiniera, mild banana peppers, basil and a shake of salt and pepper, all served on a freshly grilled hoagie bun.

“My most popular hoagies are the Ford City Hoagie, the Riverdale Hoagie and the River Oaks Hoagie,” she said.

The Riverdale Hoagie, Young said, includes tomatoes, onions, cheese, jalapeno peppers, green bell peppers and BBQ sauce for a mild kick; whereas the Ford City Hoagie consists of sliced Buffalo chicken breast, mayo, basil, olive oil, onions, tomatoes, pepper jack and provolone cheese and a crunchy addition – cheese potato chips.

Young said hoagies, which traditionally consist of hot peppers, deli meats and cheese, are not the only options available at Chicago’s House of Hoagies.

She said the menu also includes Classic Chicago Vienna Beef Hot Dogs, pizza puffs and fresh salads. 

Young said she hasn’t forgotten about customers with a sweet tooth, either, and offers treats like Chicago School Butter Cookies and Taffy Grapes, as well as sliced cakes and a handful of other treats to choose from.

Determined to succeed

Though she has found success with Chicago’s House of Hoagies, Young said her journey as a business owner has not been easy.

“Over the past two years, I have confronted numerous challenges – however, I remain committed to my business,” she said.

Young said it was initially difficult for her to feel valued as an African American Muslim woman, especially during her time working in a corporate setting.

She said she had hoped to see that change when she became an entrepreneur, and while for the most part she has, there have been challenges as well.

“I faced implicit racism and felt compelled to continually justify my presence,” she said. “As the first African American to establish a restaurant in my area, I have experienced some racism – but the community has been generally supportive.”

Despite initial hurdles, Young said she was determined to focus on her passions and business – which included immersing herself in the community by participating in farmers’ markets and pop-up events before opening her brick-and-mortar location.

However, just as the restaurant began gaining traction, Young said an unfortunate circumstance almost forced her to permanently close.

“My biggest obstacle was me almost losing my business after an accountant failed to do my taxes properly,” she said.

Young said she had paid out thousands of dollars for the financial service and was left jilted. 

“(The) biggest lesson that I’ve learned in business is that everybody that says they’re going to help you does not always have good intentions,” she said. 

Though it was incredibly difficult, Young said she tried to remain positive, and instead of letting it impact her, she turned the situation into a valuable learning opportunity.

“That experience told me that I needed to make sure that I knew the basic knowledge of taxes,” she said. “This way, I know what to look for, so I’m never put in this type of predicament again.”

With her business at a standstill unsure if it would survive, Young said she took on other work to try to pay off the business debt.

To her surprise, she said she received a life-changing phone call informing her that she was selected to receive a $20,000 Heinz Black Kitchen Initiative Grant.

“The grant was an amazing win,” she said. “It’s the reason I am still open for business.”

According to its website (heinz.com), the Heinz Black Kitchen Initiative Grant – which started in 2020 – has helped financially support Black-owned restaurants across the country through nearly $1 million in awards.

In Wisconsin, Young said the Chicago House of Hoagies is one of the three total recipients to receive this grant. 

“I am thankful for initiatives like Heinz,” she said.

A fresh start, future plans

Young said the grant allowed her to immediately pay off the restaurant’s sales tax debt, which brought her a huge sense of relief.

The ability to start fresh, she said, also got her thinking about her business’s future and how she could help others, too.

“I plan to lead by example,” she said. “I also use my platform to feed hungry kids in the community.”

Each Tuesday, kids up to age eight can eat free at Chicago’s House of Hoagies.

The offer is available for dine-in customers on kid’s menu items only with an adult hoagie combo purchase.

One free kids meal can be redeemed per adult combo. 

Young said she is also looking forward to hosting an annual Feed the Community event that will feature her hoagies.

She said she is also figuring out a way to help other businesses move forward.

“Myself and another person are in the process of putting together an African American Chamber of Commerce here in the Valley,” she said. “African American business owners will have access to business information, grants, training, etc. to (help) ensure success.”

Young said she is also considering purchasing a food trailer to take her classic hoagies on the road to other areas and events in the Fox Valley.

“I am always creating new things,” she said. “I am proud that I didn’t give up on myself.”

Chicago’s House of Hoagies is open from noon to 7 p.m. Tuesday-Friday and from 10 a.m. to 5 p.m. Saturday.

It is closed Sundays and Mondays.

For more on Chicago’s House of Hoagies check out its Facebook page or visit chicagoshouseofhoagies.com.