---
title: "Local Leaders Podcast: Matt Piccinin: “Shuckin’ Up” an Amazing Lifestyle Brand in Wilmington"
url: https://burnaze.com/article/9a9bd7a5-9374-4d67-9c06-e744cca5d596
source: "1851 Franchise"
original_url: https://1851franchise.com/shuckinshack/local-leaders-podcast-matt-piccinin-shuckin-up-an-amazing-lifestyle-brand-in-wilmington-2717097
category: "Restaurants"
industry: "Restaurants"
topics: ["Development & multi-unit"]
published: 2021-11-08T21:16:00.000Z
modified: 2026-11-01T02:13:00.697Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/3acb4477d419a394c0a8faebf03c62185020.jpg
---

# Local Leaders Podcast: Matt Piccinin: “Shuckin’ Up” an Amazing Lifestyle Brand in Wilmington

**TL;DR:** Matt Piccinin, co-founder of Shuckin' Shack, shared his advice for entrepreneurs on the Local Leaders Podcast, emphasizing the importance of living the brand and being authentic. Shuckin' Shack has grown to 16 locations across five states, with several more locations slated to open by the end of 2021.

*originally published in 1851 Franchise on 2021-11-08. [Read the original](https://1851franchise.com/shuckinshack/local-leaders-podcast-matt-piccinin-shuckin-up-an-amazing-lifestyle-brand-in-wilmington-2717097).*

## Story

In a recent episode of Local Leaders Podcast, Matt Piccinin, Shuckin’ Shack co-founder, discussed the brand’s origins and what he has learned about franchising over the years.

Piccinin shared his advice for entrepreneurs seeking more success in their business and their lives. Piccinin stated that individuals should “live the brand,” adding that “Living the brand and being your own person is what we want in our system. I believe this is why Shuckin' Shack is so successful.”

Shuckin' Shack Oyster Bar grew out of a vision for a local establishment that would appeal to families of all ages — a place where friends and family can enjoy fresh, delicious meals and creative cocktails in a relaxing environment. Shuckin' Shack offers its guests a "lifestyle experience" in addition to exceptional seafood. Now, after starting with a 900-square foot space, Shuckin' Shack has grown to 16 locations across five states, and soon to be six, with several more locations slated to open by the end of 2021.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- unit expansion (topic)
- franchising (topic)
- entrepreneurship (topic)
- Multi-Unit (company)
- Shuckin' Shack (company)
- Shuckin' Shack Oyster Bar (company)
- lifestyle brand (topic)
- Matt Piccinin (person)

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Originally reported by 1851 Franchise (https://1851franchise.com/shuckinshack/local-leaders-podcast-matt-piccinin-shuckin-up-an-amazing-lifestyle-brand-in-wilmington-2717097). Summarized by Burnaze (https://burnaze.com/article/9a9bd7a5-9374-4d67-9c06-e744cca5d596).