Growth Plan · Not live. Prepared for Don Joaquín Street Tacos.
Growth Plan asset
Strategy Overview
The big idea, the two growth engines and the 90-day roadmap.
Why this matters
Every taquería in Utah claims to be authentic, so the word has stopped working. The one thing nobody else can copy is Don Joaquín himself: the man, the cart and 20 years of lines out the door. This page sets the angle everything else in the plan follows.
The big idea
Utah is saturated with "authentic street taco" claims. That's a market at sophistication stage 4 to 5, where claims alone are invisible. We win by leading with the man and the experience: Don Joaquín, the cart, the live grill in front of your guests.
From one cart to all of Utah.
Two growth engines
- Engine 1: Restaurant
- Traffic and frequency across five stores. Cheap to influence, small per-ticket upside, huge volume.
- Engine 2: Catering
- The highest-leverage engine. A single wedding equals hundreds of taco orders in one invoice, with one decision maker.
Mass desire
- Restaurant: real Mexico street tacos in Utah, grilled right now, not trayed up.
- Catering: event food guests rave about, with zero stress for the host.
Two avatars
- Restaurant guest
- Students, young families, Latino locals who know the real thing, and the late-night crowd.
- Catering buyer
- Office managers, brides and their moms, quinceañera families, ward activity leaders.
Value Equation scorecard
| Engine | Dream outcome | Likelihood | Speed | Ease |
|---|---|---|---|---|
| Restaurant | 8 | 9 | 8 | 6 |
| Catering | 8 | 5 | 5 | 4 |
The fixes for catering
- Published packages with real per-guest pricing, so buyers stop guessing.
- Real event proof: photos and video from every job we cater.
- A 60-second quote flow instead of a phone-tag process.
- Bilingual online booking, because half the buyers prefer Spanish.
Unique mechanism: Grill-to-Tortilla
Tacos grilled live in front of your guests by street-cart-trained taqueros. Never cooked hours earlier and trucked in trays. It's the one thing a catering company with a warming oven cannot claim, and it's the reason guests remember the taquero.
90-day roadmap
- Month 1: Fix the foundation
- Publish packages, launch the quote flow, start capturing proof at every event, build the SMS list.
- Month 2: Organic engine
- Daily content, Rule of 100 outreach, venue and planner partners, Google Business cleanup.
- Month 3: Earn the right to spend
- Hit the Launch Gate, then switch on paid, starting with catering search.
CONFIRM: who owns each month