When you think of coffee brands that prominently display their home state, a typical Pacific Northwest chain likely comes to mind. However, if you drive along nearly any commercial street in Southern California today, you’ll notice two brands quietly expanding their presence without ever mentioning “California” in their names, slogans, or marketing materials: Makenna Coffee and Better Buzz Coffee.

This isn’t a mistake. It’s a deliberate strategy important for those involved in commercial real estate, franchising, or brand development.

Makenna Coffee: Selling Hawaii, Built in Simi Valley

 

Makenna Koffee is a Hawaiian-inspired coffee brand that started in Simi Valley, California. Founded by Lance Clauson, it opened its doors on January 6 and has quickly become popular across Southern California. The company now has locations in Camarillo, Orange, Oxnard, Ventura, Valencia, and Westlake Village, with plans for new shops in Newbury Park and Santa Monica as they expand into 2026.

Notice the absence of any mention of California in that identity. The brand is known for its Hawaiian flavors and bright, tropical vibe, centered on specialty lattes such as the Maui Latte, Cookie Butter Latte, Sandy Blonde, and Hawaiian Honey. The key ingredient isn’t a California bean story; it’s Maui Milk—a rich, sweet milk included in most drinks —emphasizing the brand’s roots as an island import rather than a Southern California product.

This is a strategic lifestyle branding move. Hawaii, as a brand, symbolizes relaxation, vacation, and escape—feelings that are more universally appealing than simply being from Simi Valley. The company has expanded beyond California by opening a location in Davenport, Iowa, demonstrating that the Hawaiian aesthetic resonates more effectively without a California association. This approach shows the brand’s ability to transcend local origins and connect with a broader audience.

Better Buzz Coffee: San Diego Roots, Regional Ambition

 

Better Buzz Coffee shares a similar story, but its origin narrative emphasizes founder mythology over geography. Tim Langdon started as a professional motocross rider; after injuries forced him to retire, he sold some dirt bikes and, in 2002, co-founded a coffee cart with Stephanie Garden, now his wife, in San Diego’s Mira Mesa. In 2007, the business transitioned from mobile carts to its first brick-and-mortar location in Pacific Beach, and by 2010, it opened its own roasting plant in Vista, California.

Since then, the company has grown rapidly. From 12 locations in 2022, Better Buzz doubled to 24 by 2024, expanded into Arizona and Nevada, and aims to reach 48 stores by the end of 2025 across California, Nevada, and Arizona. Currently, the company runs coffee shops throughout Southern California, Nevada, and Arizona, gradually establishing itself as a serious regional rival to national chains.

The way the brand describes itself is revealing. The bee and honeycomb visuals in the branding aren’t just California motifs; the “buzz” name derives from the coffee and the energy it provides. The company offers an experience—the “Buzz experience”—that customers cherish, rather than relying on a postcard image. San Diego serves as the operational base, not the main marketing focus.

The Pattern: Lifestyle Brand Over Location Brand

 

When you compare Makenna and Better Buzz side by side, a distinct pattern becomes clear. Both originated in modest Southern California suburbs and deliberately crafted identities around themes that transcend their local origins: one embraced tropical escapism, while the other focused on energy and community.

This is crucial for anyone assessing these brands as potential franchise or real estate partners. A brand closely associated with “California” may face challenges when expanding beyond the state, as its story might not resonate in places like Phoenix or Las Vegas. Conversely, brands centered on “vacation vibes” or “the Buzz experience” maintain their appeal regardless of location. Better Buzz already has about 50 locations in California, Arizona, and Nevada. Meanwhile, Makenna is testing similar expansion strategies with its out-of-state Iowa location and aims to grow beyond its current three-state presence.

For developers and franchise investors, the key takeaway is that the most successful emerging regional coffee brands don’t promote being “local”; instead, they market a vibe cultivated in California. This subtle difference makes them scalable, which is why their branding never explicitly includes “California.”

Why This Matters for Site Selection and Growth Strategy

 

Both brands are quickly opening new locations by adopting a franchise-friendly and replicable model rather than focusing on hyperlocal strategies. Better Buzz’s leadership has clearly described its expansion as not just a one-time effort but as a “launch pad” for ongoing growth across multiple states, according to its CFO. Meanwhile, Makenna is starting to franchise, allowing operators beyond its original market to introduce the concept to new areas.

For LRE & Companies and others assessing retail and mixed-use prospects, these brands are worth tracking: they originate in California, embody California quality, and were designed to expand far beyond California from the start.