How Tréla Kitchen Went Reservation-Only After Just a Few Weeks: It's All About the Branding

Beautiful featured blog image with title

In the heart of Portland, Oregon, Tréla Kitchen has quickly transformed from a promising anticipated restaurant to a buzzworthy dining hotspot, all within just a few short weeks. After overcoming some renovation hiccups and perfecting its offerings, this establishment embraced a reservation-only model, creating an air of exclusivity and demand. What truly sets Tréla apart is its meticulously crafted branding strategy, which reflects the restaurant's ethos and appeases its dedicated customer base. Let’s delve into the brand elements that have propelled Tréla to success.

Tréla Greek Kitchen entrance sign

Brand Name: Tréla Greek Kitchen

The name "Tréla" evokes a sense of warmth and hospitality, drawing from the influence of Greek and Mediterranean culture—the culinary heart of the restaurant. Resonating with the concept of family gatherings and feasts, the name alone sets the stage for an experience that speaks to community and conviviality. In an era where diners crave authenticity, Tréla’s name embodies the essence of the experience they aim to deliver.

The brothers Napolean and Anthony Tzakis, the brothers behind Tréla, mention that Tréla (τρέλα) means “madness” or “craziness” in English.“Commonly used to describe wild enthusiasm or passionate excitement, to playfully emphasize something intense, fun, or a bit over the top.” Source: bridgetownbites.com

This is likely why I connect with their brand more than others do. I have a fondness for playful elements infused with "wild" and "fun" energy.

Anthony and Napoleon Tzakis selected Tréla for its spirited celebration of authentic Greek cuisine, while I opted for TFay for its vibrant aesthetic highlighting fonts in brand design. It doesn't matter what you choose, as long as it's something you live by and have a burning desire to share with the world.

Action step

What is the story or inspiration behind the name of your brand? We would love to hear your thoughts, so please share your insights in the comments section below. 🧚🏻‍♂️

Brand Vision: A Celebration of Heritage and Community

Tréla’s brand vision is to create a welcoming space where authentic Mediterranean cuisine meets the vibrant culture of Portland. The aim is not only to serve delicious meals but to foster connections among people, reflecting the philosophy of Greek families who thrive within large, supportive clans. This vision pulls in a diverse crowd that appreciates both the food and the communal atmosphere. This is why I was drawn to it for my 30th birthday dinner celebration.

Napoleon and Anthony Tzakis have written a little bit about their philosophy on their website, but the phrase that is repeated is “the freshest, locally sourced ingredients,” which indicates to me they are thinking quite a bit about their sourcing. They also write, “Join us on a culinary journey that celebrates the timeless traditions of Greek cuisine, right here in Northeast Portland.” Source: bridgetownbites.com

Americans love experiencing other cultures authentically in their neighborhood. This Mediterranean restaurant shares its vision both with its wall decor dedicated to the brothers' family history and its classy and cozy Greek taverna style designed to foster many community events.

Action step 

In what ways does your brand vision manifest itself in the delivery of your products or services? We encourage you to share your thoughts and insights with us in the comments section below! 🧚🏻‍♂️

Brand Slogan: “Where Food Meets Family”

The proposed* slogan “Where Food Meets Family” succinctly captures the essence of Tréla. It reassures diners that they are not just consumers in a restaurant but guests in a family home. The slogan also plays into the significant cultural value of sharing meals with loved ones, giving diners a more personal experience that extends beyond the plate.

The owners, who grew up in now-closed Portland-area Greek restaurants, hope to serve both longstanding family recipes and newer adaptions made with Pacific Northwestern ingredients Brooke Jackson-Glidden. Source: pdx.eater.com

The combination of traditional recipes with local ingredients creates an exciting fusion that not only honors Greek culture but also resonates with the Portland ethos of sustainability and freshness. This unique approach has played a significant role in Tréla's success, swiftly transforming it into a coveted dining destination.

As a neighbor and friend of the family I'm biased, but I think that's a sign that they live by the slogan in the way that they treat everyone that walks through their door like family.

Action Step

How do you embody your brand slogan in your daily operations and customer interactions? We'd love for you to share your thoughts in the comments section below! 🧚🏻‍♂️

Brand Archetype: The Caregiver

Tréla embodies the archetype of the Caregiver, prioritizing the well-being and satisfaction of its guests. The restaurant’s nurturing ambiance, gracious service, and emphasis on familial ties resonate with the idea that food has the power to bring people together. This archetype is vital in establishing emotional connections with patrons, many of whom find solace in the space as they gather around shared meals.

The restaurant's interior design reflects this nurturing ethos, with warm colors, cozy seating arrangements, and family-style dining tables that invite communal sharing. The lighting is soft, creating a gentle ambiance that encourages conversation and connection. Every detail, from the decor to the menu, is crafted to evoke feelings of comfort and belonging—akin to gathering around a family table during a holiday meal.

At Tréla, the menu is an extension of the Caregiver archetype, featuring dishes that are rich with history and love. Diners can expect to find both classic Greek favorites and innovative creations influenced by the local culinary landscape. Seasonal ingredients are sourced from nearby farms, ensuring freshness and supporting the community. Each dish tells a story—whether it’s a traditional moussaka passed down through generations or a vibrant mezze platter that showcases the beauty of Portland’s produce.

The owners have invested time in perfecting these recipes, as they want every bite to resonate with familiarity and comfort. As they explain, they aim for the food to evoke memories of family gatherings and shared experiences, making each visit to Tréla more than just a meal but a step back into cherished moments.

I've personally experienced the Tréla team embracing their brand archetype even if that means sacrificing some revenue. They prioritize the full, nourished bellies of their guests over money. It's a value that will keep them booked.

Action step

What is your brand archetype? Reflect on the core values and mission of your brand. Which archetype resonates most with your vision? Here are some common brand archetypes to consider:

✨ The Caregiver: Nurturing and compassionate, focused on helping others.

✨ The Hero: Brave and determined, overcoming challenges and inspiring others.

✨ The Explorer: Adventurous and curious, seeking new experiences and discoveries.

✨ The Creator: Innovative and imaginative, dedicated to self-expression and original ideas. ✨ The Ruler: Authoritative and responsible, striving for control and order.

✨ The Sage: Wise and knowledgeable, sharing insights and wisdom.

✨ The Innocent: Optimistic and pure, valuing simplicity and honesty.

✨ The Rebel: Unconventional and bold, challenging norms and pushing boundaries.

✨ The Lover: Passionate and romantic, focused on connections and relationships.

✨ The Jester: Playful and fun, bringing joy and laughter to others. Consider which archetype best embodies the essence of your brand.

This can be a hard one to figure out. Reach out before you get frustrated using the chat in the bottom right.

We're looking forward to hearing what brand archetypes our readers resonate with. We dare you to share your results below 🧚🏻‍♂️

Customer Avatar: The Community-Oriented Foodie

Tréla’s ideal customer is the Community-Oriented Foodie—individuals or families who value quality dining experiences that reflect local culture and community ties. Often these guests are food enthusiasts eager to explore and support a restaurant that emphasizes authenticity and connection. With a focus on familial customs and shared experiences, this customer avatar appreciates not just the food, but the story and effort behind it.

Fifty-one of those community-oriented foodies donated to their GoFundMe to help the brothers' dream become reality when the renovation setbacks hit. They didn't meet their fundraising goal on the site, but they successfully opened and got neighbors like me to bring a large birthday dinner group in. As a community-oriented foodie myself, I can confirm it deserves all the good press it can get. Napolean and Anthony Tzakis are dedicated to serving the best quality and classy authentic Greek food.

Their success so far no doubt is from how they focus on attracting community-oriented foodies instead of anyone. Having a customer avatar helps you focus your precious time on specific marketing strategies so you can throw less hummus at the wall to see what sticks. With a customer avatar, you can create a marketing plan that focuses your time on tactics that work, giving you more time in your day for the things you started your own business for (aka your why).

Action step

Who is your ideal customer avatar? Think about the characteristics and preferences of the customers who would resonate most with your brand. Consider their demographics, interests, and behaviors. Reflect on their pain points and motivations. We would love for you to share your insights in the comments section below 🧚🏻‍♂️

Brand Voice: Warm and Inviting

The brand voice at Tréla is warm and inviting, reflecting the essence of the Mediterranean culture from which it draws inspiration. Each element of the customer interaction, from menu descriptions to social media posts, cultivates a feeling of belonging and hospitality. This tone resonates with those who prefer a personal touch in their dining experiences, ensuring they feel valued and at home no matter the occasion.

The Mediterranean culture, known for its emphasis on community, family, and connection, heavily influences Tréla’s brand voice. The warm and inviting tone Tréla shares reflects not just in the culinary offerings but in every customer interaction. For instance, menu descriptions go beyond mere ingredients; they tell a story. Each dish is not simply listed but presented with an explanation of its origins, flavors, and inspiration. This narrative approach enriches the dining experience, making guests feel as if they are part of something larger—an authentic cultural exchange rather than a transactional meal.

In a short span, Tréla has successfully transformed its identity into one that vibrantly celebrates community and authenticity through deliberate branding. By creating a warm and inviting atmosphere, they’ve earned a loyal following, not merely for the delicious food but for the feeling of connection and belonging they provide. This approach has made the transition to a reservation-only model not just possible, but a testament to their understanding of their customer avatar and the value of meaningful experiences.

Action Step

If you're looking to cultivate a similar sense of community and connection in your own venture, consider how your branding resonates with your audience. What stories can you tell? How can you invite your customers into your narrative?

Take a moment to reflect on your brand voice and consider how it influences customer engagement in various ways. What specific actions can you take to improve the warmth and relatability of your brand identity? We invite you to share your thoughts, insights, or ideas in the comments section below. Your input is valuable and we can help each other improve. 🧚🏻‍♂️

Core Brand Values: Community, Authenticity, and Generosity

At the heart of Tréla's brand are the core values of Community, Authenticity, and Generosity. These values guide everything the restaurant does, from sourcing local ingredients to crafting dishes that honor traditional recipes. The commitment to these principles creates a lasting bond with customers, who appreciate the authenticity of the food and the generous spirit of hospitality they witness.

Tréla Kitchen and Taverna embodies its values of community, authenticity, and generosity through its commitment to fostering meaningful connections and supporting local producers. Founded by four friends united by their Greek heritage, Tréla not only serves dishes inspired by cherished family recipes but also prioritizes sourcing ingredients from local farms, ensuring a unique representation of both Greek and Pacific Northwest flavors.

This dedication to authentic culinary experiences reflects the restaurant’s roots and its role as a gathering place where patrons can enjoy a warm, inviting atmosphere reminiscent of a traditional Greek taverna. Furthermore, Tréla’s engagement with the local community, especially in the wake of challenges posed by the pandemic, showcases its generous spirit, as it aims to preserve cultural legacies and uplift the gastronomic landscape of Portland, inviting everyone to partake in a shared love for food, tradition, and togetherness.

At Tréla, the commitment to honoring Greek heritage through culinary excellence is reflected not only in the carefully crafted dishes but also in the warm, inviting atmosphere that fills the restaurant. The founders’ dedication to sourcing fresh, local ingredients highlights a profound respect for the community and the environment, ensuring that every plate tells a story of both tradition and innovation. By celebrating their roots while embracing the rich flavors of the Pacific Northwest, Tréla stands as a testament to the power of cultural legacy in the culinary world.

Action Step: Reflect on Your Brand Values

As a business owner, take the time to reflect on the core values that define your brand. Gather your team for a brainstorming session and discuss what principles you believe are essential to your business identity.

Consider questions such as: What do we stand for? How do we want our customers to perceive us? Write down your thoughts and prioritize the values that resonate most strongly with your vision.

Once established, ensure these values are visibly integrated into your operations, marketing strategies, and customer interactions. By clearly defining and embodying your brand values, you can create a more genuine connection with your audience, fostering loyalty and setting your business apart in a competitive landscape.

Core Brand Offer: An Exclusive Culinary Experience

Tréla’s core brand offer lies in creating an exclusive culinary experience through a carefully curated menu that showcases classic Mediterranean flavors. By making dinner reservations a necessity, Tréla elevates the dining experience from casual to special, allowing guests to look forward to a truly memorable outing. This reservation-only model not only manages capacity so each customer has an optimal experience, but also builds anticipation for each meal served at the restaurant.

Their core offer is not just creating healthy food you need to survive. Tréla focuses on creating a whole customer experience. There are a lot of Greek restaurants out there. Their success comes from creating more than just a yummy meal that caters to their customer avatar.

Action step

Take a moment to identify and articulate your core brand offer – the unique value proposition that sets your business apart from competitors.

Begin by considering what makes your products or services exceptional and the specific needs they fulfill for your target audience. Reflect on how your brand's story, values, and customer experience align with this offer to create a holistic and memorable interaction.

Engage your team in discussions to brainstorm ideas, gather diverse perspectives, and jot down key elements that encapsulate your brand's essence. Once defined, ensure that your core offer is consistently communicated across all touchpoints, from marketing materials to customer service interactions, reinforcing your brand's identity and fostering deeper connections with your audience.

Brand Summary: A Recipe for Success

Tréla’s meteoric rise to reservation-only status can be attributed to its well-thought-out branding elements, which intertwine to create a cohesive and appealing narrative. By understanding the importance of community, authenticity, and connection—key facets of Mediterranean culture—Tréla successfully carved its niche within the crowded Portland dining scene. The restaurant acts as a beacon for those who value unique culinary experiences that celebrate both food and the bonds it fosters, proving that in the world of hospitality, branding is a way to package your idea into an experience for your ideal clients.

With these sound principles guiding its path, Tréla is not just a restaurant but a vibrant culinary hub where every meal tells a story of heritage, togetherness, and the joy of dining.

Tréla Logo on Menu back

The Future Looks Bright

Tréla Kitchen's rise to a reservation-only model exemplifies the power of strategic branding and community engagement in the restaurant industry. By prioritizing core values of Community, Authenticity, and Generosity, Tréla not only provides an exceptional dining experience but also cultivates a loyal clientele that feels personally connected to the brand.

As the restaurant continues to embrace its Mediterranean roots and elevate its culinary offerings, it paves the way for sustained success and growth in the vibrant Portland dining scene. The commitment to exclusivity, coupled with a genuine passion for hospitality, ensures that Tréla will remain a sought-after destination for those looking to savor rich flavors while enjoying a sense of connection and belonging. As they move forward, Tréla stands poised to inspire and delight, proving that the heart of dining truly lies in the experience shared around the table.

If you want help thinking about any of these brand pillars for your company, contact me using the chat at the bottom of this page.

I'll leave you with a photo one of my party members took at the restaurant. Please pardon the quality and enjoy all those beautiful smiles!

TashaFay's 30th birthday dinner