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It’s often said that if you do what you love, then success will follow. Sounds simple, right? However, simple doesn’t necessarily mean easy. Chasing your dreams can be a tale of setbacks, thwarted hopes, and maximum effort with little reward.

But Paul Sletten proves that the payoff is there for entrepreneurs with the tenacity, resilience, and adaptability to overcome obstacles and make their dreams a reality. His journey from a young dishwasher to a celebrated Rockford restaurateur is a hometown success story of passion and persistence.

Founder and owner of Abreo, Social Urban Bar & Restaurant, Disco Chicken, Bad Humor Ice Cream, and other mobile food ventures, Sletten has built a thriving enterprise, and he feels strongly about sharing his success with his employees, his community, and his industry.

The entrepreneurial journey
Sletten’s entry into the restaurant industry was a mix of happenstance and passion. His first job as a dishwasher sparked his interest in the restaurant industry and cooking. By the time Sletten was 17, he knew he had found his career path.

He recognized early on that the restaurant industry was more than just a job—it was a craft that required dedication, creativity, and resilience.

“I was excited about it, and I loved what I was doing,” Sletten said. “I knew that I wanted to pursue the culinary arts. It wasn’t just about cooking; it was more about creating. So, I enrolled in the culinary program at Blackhawk Tech in Janesville.”

Sletten was persistent in his pursuit of learning and sought mentorship from top chefs, eventually landing an externship at Café Patou shortly after he turned 18. But even getting hired for an unpaid position wasn’t easy.

“I had this plan… I would email one week and then call the next week, so I didn’t look too needy,” he said. “Finally, Philippe said he had an externship program available. I wouldn’t get paid, but I could work. And I jumped at the chance.”

His determination and willingness to work hard set the table, so to speak, for him to eventually become executive chef at Café Patou.

Sletten’s career took a pivotal turn when, after cut backs at Café Patou due to 9/11, he decided to venture into private catering. Starting with small dinner parties, he built a clientele through word of mouth and, of course, great food.

Over time, this evolved into larger catering gigs, culminating in the launch of his first restaurant. From there, his business empire expanded, with a few false starts and failed ventures along the way. His flagship restaurant, Abreo, recently marked its 20-year milestone. Sletten celebrated with a community mixer to thank all his supporters—patrons and employees—for their part in making the restaurant a success.

Developing people
“Your staff can be the largest source of stress and the largest source of pride in this industry,” Sletten said. “I’m never prouder than when my team is representing exactly what our vision and goals are. To me, that’s the height of success. It’s not the best dish we’ve ever created or the best drink. It’s the team that works together in a cohesive way to make a great experience for our guests and for themselves.”

Through his businesses, he has created opportunities for individuals to grow, develop skills, and advance within the restaurant industry. Here are some key takeaways from his approach:

1. Lead by example
Sletten firmly believes in leading by example. This philosophy fosters respect among employees and creates a work culture built on mutual trust.

“You can’t ask your people to do something that you wouldn’t do or haven’t done.” he said. “People see that. They see that if nobody’s available to clean up that pile of food that just dropped on the floor in the middle of the kitchen and I can do it, I’ll do it.”

2. Culture of ownership
The backbone of Sletten’s workforce strategy is to cultivate a sense of ownership among his employees. He wants his team to feel like micro-owners, encouraging them to take pride in their work.

“It’s about creating ambassadors, people who want to put in ownership-level commitment to the brand and to the work. They should feel the rewards like an owner too,” he said. “If you want people to work like a dog and act like an owner without getting the rewards, then it’s a one-way street, and that doesn’t work. That’ll end up in burnout real fast.”

3. Consistency and transparency
Because the restaurant business is “tragically inconsistent,” Sletten says setting clear expectations and maintaining transparency in operations helps employees feel more secure and informed.
“Inconsistency kills morale. If my team knows exactly what to expect, they can focus on delivering their best work,” he said. “You may not agree with us or like our policy, but you need to know what it is so you can decide if this is the place for you.”

He admits there can be a fine line between setting expectations and micro-managing, “We try to allow for creativity and flexibility, while at the same time stressing consistency.”

4. Quality matters
According to Sletten, for employees to be invested in their work, they need to know that the owner is committed to producing a great quality product.

“My team knows that I’m not going to put out crap,” he said. “They can trust that, whether it’s food or staff or promotions, we’ll maintain high standards they can be proud of.”

5. Employee well-being
Recognizing the challenges of the restaurant industry, Sletten is a firm believer in offering competitive wages, benefits, and career growth opportunities. One of his proudest achievements is being able to provide health insurance, life insurance, and retirement plans for his employees—benefits that are often lacking in the food service industry.

“That’s been a really incredible achievement for us as an independent restaurant,” he said.
Supporting local businesses Sletten’s success is closely tied to the Rockford community. He remains committed to the city, recognizing its potential for business growth and its supportive ecosystem for entrepreneurs.

“I love living here. I love the people, the community, and there’s tons of stuff to do. We’ve got art, sports, music, rivers, and parks. Obviously, it’s affordable, and it’s easy to travel from,” he said. “I don’t know how you don’t like it if you’re here.”

Sletten acknowledges that while challenges exist for local startups, Rockford has made significant strides in promoting its small business community. Initiatives like GoRockford’s Restaurant Week play a crucial role in boosting visibility and engagement for local restaurants.

“Restaurant Week is a monster for us. It’s become one of our highest-grossing periods of time throughout the year,” he said.

Sletten is hopeful that, with the support of the Greater Rockford Chamber of Commerce, the region will continue to inspire and sustain entrepreneurs.

“I’d like to see more incubator kind of stuff—resources for makers that aren’t business oriented yet,” he said. “A lot of businesses fail in those first couple of years, not because they don’t have a good product, but because they don’t have a good business model.”

Advancing the hospitality industry
Looking ahead, Sletten envisions expanding his Disco Chicken brand and mobile food operations, as well as refining his farm-to-table approach at Abreo.

“We started a farm a couple of years ago at my home. It’s the next step from cooking to producing unique ingredients. We’re focused on sourcing the best seed and the best starters to grow delicious products. That’s the next frontier for us,” he said.

Sletten’s also passionate about reshaping the narrative around restaurant careers. “For too long, working in a restaurant has been seen as just a job, not a career. I want to change that,” he said. “The trades are such an amazing career path, and it’s time we treat the restaurant industry like the trade it is.”

His vision includes working with other entrepreneurs to create more structured career paths within the hospitality industry, ensuring higher wages, better work-life balance, and professional growth opportunities. By doing so, he hopes to attract and retain local talent, ultimately strengthening the industry as a whole.

“l love what I do, and I want to be part of the evolution of this industry,” Sletten said.
Learn more about Paul and his businesses at www.abreorockford.com.