For Subscribers

How a Cafe Chain Rebranded With a Pro Surfer A chain rebrands with a local focus, a surf theme and a celebrity endorsement.

By Jennifer Wang

Opinions expressed by Entrepreneur contributors are their own.

When 11-time world surfing champion Kelly Slater throws his clout (and well-toned six-pack) behind a company, people notice. That was Bill Trefethen's thinking when planning the turnaround strategy for Daphne's Greek Cafe--a bankrupt fast-casual restaurant chain based in Carlsbad, Calif. Trefethen's Wreath Equity purchased the chain in 2010 and has relaunched it as Daphne's California Greek, naming Slater as brand ambassador.

"Every brand needs to evolve, and we wanted to create one that's a little edgy, with a shitload of energy," says CEO Trefethen, who believes getting the perfect celebrity ambassador was critical to that evolution. Now Daphne's has a new look and logo, drastically altered menu, smart social media presence and a transformed reputation as a supporter of local and independent artists and musicians--plus Team Daphne's, a talented youth surfing team mentored by the Slats himself.

The burning question: What does it take to win a celebrity over? We asked; Slater answered.

More successful companies have offered you bigger deals. Why Daphne's?
I wasn't sure if I would be interested in a food chain, but I started to read about it, went to eat there, talked to Bill about how he was doing a makeover with the look and branding and menu, and it seemed interesting. Daphne's is smaller and private, and it was a way for me to learn and grow with the brand.

So it's not about money.
Not to me. I'm interested when someone represents a certain philosophy that I'm aligned with, and I'll say I like it if I like it, with or without a sponsorship.

What's the philosophy you like?
Really connecting with the community. The thing about surfing and skating is that there's a certain level of access and openness. Any pro can show up in your stretch of ocean or at your park, but Kobe Bryant is probably not gonna be at your basketball court. I get something out of it because I want to be connected to a company that helps connect me to the community. Daphne's is putting money where [its] mouth is, creating a surf team and sponsoring talented kids.

What's the coolest thing about the rebranding?
I like the idea that Bill wants to make every restaurant unique to the local community, from promoting the art and music down to the people he wants to hire in each one. Huntington Beach is going to be different from Newport, and different than something up in L.A. That's what's really cool--that this could grow nationally but stay localized.

Jennifer Wang

Writer and Content Strategist

Jennifer Wang is a Los Angeles-based journalist and content strategist who works at a startup and writes about people in startups. Find her at lostconvos.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Growing a Business

This Founder Is Scaling a Spicy Food Brand—and It's Putting the Heat On Her Marriage

Get practical advice from Dr. Drew and investor Kim Perell on this episode of Entrepreneur Therapy, featuring In The Kitchen with Alexandra founder Alexandra Baker.

Franchise

Love Cars and Want to Own a Business? Start With These 10 Automative Brands.

Whether you're interested in tool distribution, car washes or quick-lube service, these 10 automotive franchises are the top performers of 2025, based on the Franchise 500 Rankings.

Business Solutions

Busy Entrepreneurs Can Now Create Books With This AI Tool

This AI-powered tool helps entrepreneurs finally write the book they've been dreaming of.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Starting a Business

'Consumers Deserve Better': How Superstar QB Patrick Mahomes Is Brewing a Better Future for Coffee Drinkers

Backed by lead investor and 3-time Super Bowl champion Patrick Mahomes, Throne SPORT COFFEE is disrupting the $5B ready-to-drink coffee market.

Business News

Nvidia CEO Says '100% of Everybody's Jobs Will Be Changed' Due to AI

Nvidia CEO Jensen Huang says AI will transform how people get work done.