News

Daphne’s Greek Café undergoes name change, brand overhaul

January 12, 2011

As outlined last year when Daphne’s Greek Café was purchased by Trefethen Advisors LLC, the chain has undergone a complete brand overhaul and will debut a new name and look in Orange County, Calif. in a few months.

The new name is Daphne’s California Greek, an homage to where the concept got its start and what it hopes to convey to guests: a menu reflective of the health mindedness Californians have come to embody.

The new concept also will feature a new tagline, “Live Life to the Fullest,” along with several menu upgrades, such as the addition of beer and wine. While the chain offered beer and wine in the past, the beverages were dropped due to lagging sales, said former founder and CEO George Katakalidis.

A prototype of the new restaurant is expected to open this month with system-wide changes to occur by the end of the year.

The sale of Daphne’s Greek Cafe to Wreath Equity LLC, was announced in August. That same day, William Trefethen was named CEO of the company.

Wreath Equity is comprised of New York-based Garrison Investment Group and Scottsdale, Ariz.-based Trefethen Advisors LLC. Shortly after the purchase, Daphne’s announced a new line of pita melts.

Other changes on tap for the restaurant concept include an increase in ad spend to build brand awareness, the in-store use of recycled materials and glass tableware for dine-in customers.