A one-Sunday pop-up at the Tipsy Trout Taproom, and how we can make outside events work for both of us. Written so we can talk it through: leave your questions and concerns right on the page.
About 4 minutes for the essentials (summary through offers), 15 for everything.
Confidential · for internal use only. Prepared for Miles, TW and the Delta Roadhouse team. Please don't forward, copy or post it. This page isn't listed in search engines, is served over an encrypted connection, and visits are logged. I can remove access at any time if it's shared or misused. If you'd like more detail or wider access, I can put it behind a password.
Miles, TW: I think best when I put my thinking on paper like this, so here it is, start to finish. A one-page summary and a print-ready PDF are at the top and bottom if you'd rather have the short version.
I've spent thousands of hours on forecasting, research and turning real numbers into action, and I know this community. Everything here comes from our own sales and our own agreement. Where something is an estimate, it says so.
I'm all in on making JOE'S and the Roadhouse succeed together. We have quality food, quality service and fair prices. What we need is more people experiencing it. Marketing and reach change week to week now, and the businesses that adapt are the ones that last. This pop-up is one way to reach a new crowd, build the brand and earn on a slow day at the same time.
The Tipsy Trout is one example of many opportunities I'd like to pursue. If we can work through this one and get on the same page, the same approach can cover the rest. And if this isn't what you picture for the trailer, I want to hear what you do picture, because we should be working toward the same goal.
These opportunities move fast, and they won't wait for us. What we build this winter, in following, identity and recognition, is what our plans for next year will stand on. Each event is a building block toward that, and I'd like us to start stacking them now.
Joe
Yo at the Tipsy Trout Taproom asked JOE'S to join a food-truck pop-up on Sunday, Nov 22, from 11 AM to 8 PM, with the trailer on the pavement beside the other food trucks, 50-amp power, fresh water and trash provided, for a flat $75 day rate. I'd like to do it with the Roadhouse as a partner in it, not around it. Yo is holding all marketing until we've talked.
Nov 22 is also the Broncos vs Raiders game (2:25 PM kickoff). The tavern doesn't open without JOE'S food, so if the trailer goes across town, the Roadhouse is closed that Sunday, and we use the pop-up crowd to market the Roadhouse's next game and events. That's why I'm bringing two ways to do the day: the trailer at the Tipsy Trout under the Roadhouse name, or the trailer at home for the game and a small JOE'S tent pop-up across town. Your call matters here.
Why now: Yo is holding his marketing until we answer, the event is 11 days out, and every event between now and spring is a chance to build the following and recognition our plans for next year depend on.
I know you see the Tipsy Trout as competition. In a town our size, I believe working together grows the pie for everyone, and I'd rather earn your trust on this than ask forgiveness. Tell me what would make you comfortable.
JOE'S sales from the Roadhouse Clover, our items only, paid orders, after discounts and before tips. The Roadhouse's share is the 20% in our agreement.
| Sunday | Orders | Items | Sales | Roadhouse 20% |
|---|---|---|---|---|
| 13 Sep (opening) | 17 | 36 | $426.49 | $85.30 |
| 20 Sep | 6 | 10 | $118.21 | $23.64 |
| 27 Sep | 9 | 26 | $317.68 | $63.54 |
| 4 Oct | 21 | 45 | $544.75 | $108.95 |
| 11 Oct | 7 | 17 | $223.75 | $44.75 |
| 25 Oct | 17 | 32 | $394.55 | $78.91 |
| 1 Nov | 9 | 23 | $361.25 | $72.25 |
| 8 Nov | 5 | 11 | $141.25 | $28.25 |
| 8 Sundays | 91 | 200 | $2,527.93 | $505.59 |
I'm proud of the food and the reviews, but the Sunday numbers are flat. They swing from about $120 to $545 with no upward trend. When football ends and the weather turns, I expect them to soften. Sitting in the same spot and hoping isn't a plan for either of us.
Fresh numbers through Wednesday 11 Nov: JOE'S sales from the Roadhouse Clover (our items only), plus Chef Joe's and Mimi's Google profiles. The Sunday numbers above now run through Sunday 8 Nov; this adds this week's weekdays and Google.
Working Needs attention Together
These are summaries, not my full reports. Every figure comes straight from the data, and I'm glad to walk through the detail behind any of them.
| Kind of day | Avg sales | Per hour |
|---|---|---|
| Mon–Wed, Sep to early Nov | $62–120 | ~$8–16 |
| Mon–Wed, 9–11 Nov | $137 | ~$21 |
| Sunday (8 Sundays) | $316 | ~$40 |
| Broncos Sunday, 4 Oct | $545 | ~$68 |
| Show night, Sat 17 Oct | $1,774 | ~$591 |
Hours used: Sundays 11 to 7, weekdays 11:30 to 7 until this week's 6 PM close. The average order runs about $23 on weekdays, $28 on Sundays and $29 on show night; the bigger difference is how many people come.
In October, 1,843 people viewed Chef Joe's Google profile and 126 acted on it: about 57 asked for directions, about 40 opened the website, about 22 looked at the menu. The searches that showed us were "restaurants" (472), "restaurants delta co" (117), "food near me" (49) and "food delta co" (39). Customers at the window have told me the same thing: a quick search, and we came up near the top.
About 66 views a day so far in November, against 59 in October, and more of them straight from Google Search (57%, up from 48%). Google's numbers run about three days behind, so this week's jump will show in a few days.
JOE'S has 7 reviews at 5.0. Mimi's has 132 at 4.9 and gets about twice the Google traffic, including "food near me" (597) and "restaurants delta co" (402). More reviews is the cheapest way for JOE'S to climb, and Mimi's profile can point its food searchers next door.
Chef Joe, Mimi's and Delta Roadhouse share the Ute St address, and the Roadhouse listing comes up first for "restaurants delta co". If the Roadhouse listing mentions JOE'S food and Mimi's, every search that finds one of us finds all three.
| Mimi's | JOE'S Mon–Wed, per day |
|---|---|
| Open (4–7 Oct) | $157 |
| Closed (9–29 Oct) | ~$64 |
| Reopened at 209 Ute St (3–11 Nov) | ~$109 ($137 this week) |
People in the courtyard drive our weekdays. Lining up JOE'S and Mimi's hours (Sun–Wed 12–6 for Mimi's) keeps the courtyard looking open.
Sources: US Census Bureau Nonemployer Statistics and County Business Patterns; Colorado Department of Revenue sales reports; Colorado Mesa University Delta County Economic Update (Sep 2025); CDOT traffic counts.
Google figures are read from Google's own Business Profile charts (some are approximate) and lag about three days. Google doesn't report search rank, so "near the top" comes from customers and spot checks.
The 17 Oct show night was about 3 hours of service: 48 of the 61 orders landed between 6 and 9 PM. A Roadhouse Sunday runs about 8 hours (11 to 7) and spreads about 11 orders across the day.
What it tells me: JOE'S sells when people are already gathered, at a show, a game, a taproom or a fundraiser. The model I want to grow with you: a partner brings the crowd, JOE'S brings the kitchen, and the Roadhouse gets credit and its share.
| Host | Yo, owner of the Tipsy Trout Taproom, 1064 Main St, Delta |
|---|---|
| When | Sunday, Nov 22, 11 AM to 8 PM. Yo is holding marketing until we've talked on Thu, Nov 12. |
| Same day at the Roadhouse | Closed if the trailer goes to the Tipsy Trout, because the tavern doesn't open without JOE'S food. That's the Broncos vs Raiders game (2:25 PM), so we'd use the pop-up to promote the Roadhouse's next game and events. |
| Setup | On the pavement right next to the other food trucks, a few steps from the bar's tables, so guests can eat with a drink in hand |
| Day rate | $75 flat. No percentage of sales. |
| Provided | Fresh water, 50-amp electrical and trash service |
| Not provided | A grey-water dump. We haul our grey water out and dispose of it properly. |
| Drinks | Food trucks don't sell drinks. Drinks come from the bar. |
| Terms | Open the full 11 AM to 8 PM. Yo has a vendor contract to sign. No social posts from anyone until everyone has confirmed, then Yo builds the event post. |
The JOE'S trailer goes across town for the day under the Roadhouse name. Every sale rings on the Roadhouse Clover, and the Roadhouse is credited on the trailer, menu and bags. Tradeoff: the Roadhouse is closed that Sunday, since the tavern doesn't open without the food, so we'd skip the Broncos game there. We'd take down the tailgate-special notice and use the crowd across town to promote the Roadhouse's next game and events.
The trailer stays at the Roadhouse, so the tavern opens for the Broncos game with the tailgate specials. JOE'S does a small smash-burger pop-up at the Tipsy Trout on its own setup, under the JOE'S name only, with no Roadhouse trailer or branding. Tradeoff: we staff two places on one day, Yo's spot is set up for food trucks so I'd confirm a tent works for him, the Roadhouse gets no credit across town, and those sales stay off the Roadhouse POS, which our agreement asks us to agree on in writing. I'd handle the event health approval for the tent setup.
What a 9-hour pop-up would need to do:
| Goal | Orders | Sales | Roadhouse 20% |
|---|---|---|---|
| Match an average Roadhouse Sunday | 12 | $316 | $63 |
| A steady 3 orders an hour | 27 | $749 | $150 |
| Show-night pace for 3 of the 9 hours | ~61 | ~$1,774 | ~$355 |
These are targets, not promises. The result depends on the Tipsy Trout's Sunday crowd, the other trucks there and how well we all promote it. Yo's $75 day rate is the only cost of the spot. Several food trucks together tend to draw a bigger crowd than one alone.
Pick the ones that matter to you, or tell me what's missing:
Yo is holding his event post until we answer, the other trucks are lined up, and a good turnout needs about 10 days of promotion. A yes or no on Thursday keeps it workable.
Courtyard Sundays get colder and quieter from here. Indoor venues and events keep their crowds, so they're where we can keep meeting new people until spring.
We have five-star reviews and food people come back for, but not enough people know about us yet. Every event puts JOE'S and the Roadhouse in front of a crowd that hasn't found us.
The brand recognition we build over the next few months is what next year's plans launch on. Starting in spring means starting from zero.
Beyond sales, I'll track these for every event and share them in the recap:
You told me you're not comfortable with the trailer going to the Tipsy Trout because they're competition. I take that seriously. You've invested in this trailer and this partnership, and you don't want JOE'S building someone else's business.
Here's how I see it, and I'd like to hear where you disagree:
The Tipsy Trout's Sunday regulars aren't Roadhouse regulars yet. If they meet JOE'S there and learn our home base is the Roadhouse, that's a path back to 215 Ute St, not away from it.
If the pop-up rings on your Clover, the Roadhouse takes its 20% on a day that, for the Sunday trailer, is averaging $63.
In Delta, businesses that work together bring more people downtown and keep them spending locally. Treating every neighbor as competition is how small-town businesses slowly lose foot traffic. I want JOE'S and the Roadhouse known as the ones who show up for the community.
One Sunday. Your branding. Your POS. A full recap the next day. If it hurts the Roadhouse, we'll see it in the numbers and I'll own it.
Nov 22 is the first test of a simple idea: take JOE'S to where people already are, with the Roadhouse credited and earning its share. If we agree on how to handle this one, the same rules can cover these:
Taprooms, breweries, wineries and farm stands with their own crowd and no kitchen.
High-school games, farmers markets, fairs, fundraisers and town events.
Offices, crews, schools and groups. Our City of Delta order (28 meals) shows the demand.
Every show night and big game at the Roadhouse. That's where JOE'S has done best.
DoorDash, Uber Eats and Grubhub through the Roadhouse Clover, already planned and waiting on a go-ahead.
If this isn't what you picture for the trailer, then let's name the goal together:
An event like Nov 22 doesn't just feed a crowd. It borrows everyone else's audience too. One shared day can put JOE'S and the Roadhouse in front of more people than weeks of posting on our own.
Yo builds the event post for the Tipsy Trout's followers, and each food truck shares it with its own. When we tag and collaborate on those posts, every one of those audiences sees JOE'S, and "home base: Delta Roadhouse" with it.
JOE'S posts on Instagram, Facebook, TikTok, YouTube and Google, plus the weekly Family Dinner Wednesdays giveaway, all point people to the event and back to the Roadhouse. Mimi's and JOE'S already market the Sunday tailgates on every one of our social channels, whether Mimi's is open or closed, and I track page views on each. Smash Rewards sign-ups at the window turn new faces into regulars.
We haven't put money behind any posts yet. A small, targeted boost around events (for example $25 to $50, aimed at people within about 15 miles of Delta, in the 3 to 5 days before) could reach thousands of local people who don't follow us yet. On one of our recent posts, Meta itself estimated about 2,100 more accounts a day for a $28 boost.
Posts that feature the Roadhouse go to you for approval first, and nothing goes out until Yo confirms the event. For events that promote both of us, I'd like to talk about splitting a boost.
The paid-ad figures are Meta's own estimate and a suggested starting budget, not results yet. The Monday recap will report what each event actually reached.
I want your point of view as much as I want a yes. Anything here you can answer, or push back on, helps:
The Ute St Hub is our private web app for the Ute Street partners: JOE'S, Mimi's and Delta Roadhouse. It keeps the conversation, the calendar and the paperwork in one place, so nothing gets lost in texts and email. This report is in it too, under Reports.
Group and direct messages for the partners and team, with alerts on your phone.
Shows, games, events and deadlines in one calendar, with reminders sent on the day.
Proposals like this one, the holiday plan, meeting agendas and the events report, all in one list.
Every printable (menus, coupons, signs) and the posting schedule, ready to download or share.
Catering invoices and JOE'S sales from the Roadhouse Clover, visible only to the people who handle the books.
| Open it | ute-st-hub.sutliffjoe.workers.dev |
|---|---|
| First time | Choose Sign up, then enter your name, email, a password (8 characters or more) and the group code ute1262. |
| After that | Sign in with your email and password. On a phone you can add it to your home screen like an app. |
The group code is only needed once, to register. Please keep it within the partners.
The clauses, the trailer, the forecast and the sources behind the numbers. Open what you need.
Our Catering Agreement (effective 1 Oct 2026, Delta Roadhouse, LLC and Mimi's Sweet Treats, LLC) is the frame we're working in. I went through it so we're on the same page. If you read any of this differently, please say so in a note.
We provide services for Company events, functions, and operations as requested by Company
. I don't see language limiting work with other venues, and nothing about exclusivity or distance. Any change would be a written amendment we both sign, which I'm open to.
The fee section names a) 215 Ute Street b) the Food Trailer located at Company's River Park c) offsite events
. The trailer is approved, licensed and insured through the Roadhouse for offsite use. That's why I'm asking you first.
Sales are tracked on the Roadhouse POS as the sole version of the truth
, and anything outside it needs us both to agree in writing. My proposal keeps every pop-up sale on your Clover.
Within Roadhouse operations, the Roadhouse has the final say on communications. I'll send you every pop-up post, sign and flyer before it goes out.
The Roadhouse provides the trailer and kitchen equipment, and damage beyond normal wear is our cost to fix. The trailer comes back clean, and anything that happens on the day is on us.
We agreed to work in good faith to achieve mutually agreeable outcomes
. That's what this report is for.
It has a leak. Right now the hand-wash sink and pump are the only working water. The 3-compartment sink has to work, with hot and cold water, for the trailer to meet health code anywhere, including at the Roadhouse. I'd like to get this repaired this week and work out who covers it with you.
Yo provides a 50-amp hookup, fresh water and trash service, so no generator is needed for Nov 22.
The site has no grey-water dump, so we bring ours back and dispose of it properly after service.
The trailer is already approved, licensed and insured through the Roadhouse for offsite use.
Three ways the next 8 Sundays could go. Sales are rung on the Roadhouse Clover in every case.
| Path | What it assumes | Sales | Roadhouse 20% |
|---|---|---|---|
| 1 · Stay put | 8 Roadhouse Sundays at today's $316 average | $2,528 | $506 |
| 2 · Adapt | 4 Roadhouse Sundays + 4 partner pop-ups at about 25 orders each | $4,040 | $808 |
| 3 · Grow | Path 2, plus 2 catering jobs and 2 show nights over the same weeks | $8,552 | $1,710 |
Estimates, not promises. Pop-ups use our $27.75 average ticket and carry a host day rate (Yo's is $75). Catering and show nights use real figures (the City of Delta order and the 17 Oct show). Path 1 likely softens after football season.
Catering Agreement, Delta Roadhouse, LLC and Mimi's Sweet Treats, LLC, effective 1 Oct 2026. Sections quoted: Scope of Services, Independent Contractor Status, Compensation (Fee Cap), Payment Terms, Communications. Quotes are from the copy I have. If the signed copy differs, the signed copy rules.
From the Roadhouse Clover, read-only, pulled 6 Nov 2026: JOE'S items only, paid orders, after discounts, before tips. Sunday 8 Nov wasn't in that pull yet. Roadhouse 20% is calculated on sales after tips, per the agreement's example.
From order times on the same pull. 17 Oct: 48 of 61 orders between 6 and 9 PM. Sundays: busiest around 1 PM.
Chef Joe at Roadhouse holds 5.0 stars on Google. The latest: "Best burger I've ever had! And those fries wow!"
Tipsy Trout Taproom, 1064 Main St, Delta, CO 81416. Contact: Yo, owner. Event: Sunday, Nov 22, 11 AM to 8 PM, with several food trucks. Terms from Yo's message of Nov 11: $75 day rate; 50-amp power, fresh water and trash provided; no grey-water dump; no drink sales by food trucks; open 11 to 8; vendor contract to sign; no posts until confirmed.
Broncos vs Raiders at Empower Field, Sun Nov 22, 2:25 PM MT on CBS. JOE'S tailgate specials are currently advertised for the Roadhouse that day. The tavern doesn't open without JOE'S food, so under Format A the Roadhouse would be closed and the notice updated.
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