Fix the engine. Build demand. Expand the legacy.

One clear path from today's five locations to a stronger Utah brand. Start with the next 90 days, build assets through 2027, then grow without losing the grill, the family, or the story.

From one cart to all of Utah.

Each phase below links directly to the detailed plan that makes it happen.

Phase 1

Now

Fix, prove, and sell

Next 90 days

Strengthen the five locations and turn catering into a dependable sales engine before adding more ad spend.

What matters most

Publish clear catering packages and make every quote easy to request and follow up.
Tighten portions, ticket times, service standards, and weekly ownership across all five stores.
Capture reviews, phone numbers, event photos, and daily content while the team serves real guests.
Run direct catering outreach and local partnerships before depending on paid traffic.
Turn on search and social ads only after the Launch Gate is green.

Read the playbooks

What good looks like

A repeatable weekly rhythm, stronger proof, and a catering offer ready to scale.

Phase 2

2027

More demand you can keep

Build owned growth

Use the proof and systems built now to create customer relationships that do not disappear when ad spend pauses.

What matters most

Own local search with one useful page and one accurate Google profile for every location.
Grow Taco Club through email and SMS, then give members a reason to return.
Turn office lunches, weddings, quinceañeras, and community events into repeatable programs.
Build a steady partner network of venues, planners, schools, churches, and nearby businesses.
Keep Don Joaquín, the cart, and the grill at the center of content people recognize and share.

Read the playbooks

What good looks like

A larger share of visits and catering leads from search, the customer list, repeat buyers, and partners. CONFIRM: 2027 owned-channel target

Phase 3

2028+

From one cart to all of Utah

Expand the legacy

Grow from a position of proof. Protect the food, the family story, and the guest experience while the footprint gets bigger.

What matters most

Use proven store economics and neighborhood demand to choose the next Utah markets.
Document training and quality standards so every grill feels like Don Joaquín is there.
Build leadership beneath the family so growth does not depend on one person doing everything.
Make catering, office contracts, loyalty, and referrals dependable revenue at every location.
Protect the reputation with consistent food, fast recovery, and a review system that never stops.

Read the playbooks

What good looks like

A Utah growth model that can expand without losing what made the first cart matter. CONFIRM: expansion markets and pace

The rule for every phase

Do not scale what the team cannot repeat with pride.

The Monday scorecard keeps the plan honest: one owner, one number, one next move.

Open the 90-Day Scorecard