Balkan Treat Box Group
Owner Dashboard
Weekly Revenue Intelligence · BTB + Telva
🏆
James Beard Award · Loryn Nalic · Jun 15, 2026
Updated through week ending Sep 27, 2026
Weekly Net Sales
BTB + Telva by location
Balkan Treat Box
Telva
Group
Revenue Split
Weekly Guest Count
Covers per week by location
BTB
Telva
Average Check
Net sales per guest
BTB
Telva
Year-over-Year Analysis
2025 vs 2026 — Week by Week (Group Total)
Same calendar week, both years overlaid
2025
2026
Monthly Group Revenue
2025 vs 2026 by month
2025
2026
Full-Year Revenue Projection — 2026
2026 Actual + Projected vs. 2025
YTD growth rate applied to remaining 2025 weeks · dashed = projected
2025
Group
BTB
Telva
Recent 10 Weeks
Week-over-week performance
| Week | BTB Net Sales | Telva Net Sales | Group Total | BTB WoW | Telva WoW | Group WoW | BTB Guests | Telva Guests | Avg Check (BTB) |
|---|
Weekly Insights
Revenue Channels
Goldbelly
$18,552
2026 YTD · Jan–Jun 14
+62% vs same period 2025
All-Time
$127,834
2022–2026
Monthly revenue · 2025 vs 2026
Stadium 2026 Season
—
—
—
Stadium All-Time
$412,369
42 events · 2024–2026
2024: $189K · 2025: $156K
Weather & Revenue
Revenue by Temperature
Avg weekly group revenue by weather bucket · 72 weeks of data
Nice (65–85°F)$113,794
Peak window for BTB — patio-friendly · n=30 weeks
Hot (>85°F)$94,459
BTB drops more than Telva in heat · n=10 weeks
Cool (40–65°F)$91,365
Steady baseline — shoulder season · n=18 weeks
Cold (<40°F)$82,169
Weakest for BTB · Telva holds up · n=14 weeks
BTB vs Telva Weather Sensitivity
How each location responds to temperature swings
BTB is highly weather-sensitive
BTB swings $25K+ between cold and nice weather weeks ($49K → $75K). Likely driven by outdoor/patio dining and queue tolerance. Nice weather = more patient guests willing to wait.
Telva is relatively weather-stable
Telva holds $33–39K across all temperature ranges — only a $6K swing. As a sit-down indoor cafe, weather affects walk-in traffic less than BTB's counter-service model.
Hot weather is the second-best window
Despite heat, group revenue ($94K) beats cold and cool — St. Louis diners still come out above 85°F. The bigger risk is sustained cold weeks in Jan–Feb.
Product Mix & Balkan Feast
Balkan Treat Box — Top Items
Week of Jun 8–14 · by revenue
| Item | Units | Revenue |
|---|
Telva Cafe — Top Items
Jun 1–14 combined · by revenue
| Item | Units | Revenue |
|---|
Balkan Feast
Feast counts · BTB only
Weekly Count
15
Jul 6–12 · $1,552 rev
Last Full Month
72
June · $7,792 rev
YTD Count
241
2026 · Jan–Jul 12 · $25,258 rev
Protein & Modifier Splits · BTB & Telva YTD Jan–May 2026
BTB — Protein & Size by Dish
#1 CEVAPI
8,062 orders
■ Whole 58%
■ Half 42%
#2 PIDE
14,914 protein selections
■ Chicken 44%
■ Beef 43%
■ Cheese 7%
■ Plant 5%
#3 DONER
15,031 protein selections
■ Spicy Halal 53%
■ Halal 39%
■ Tofu 5%
■ Vegan 2%
#4 LAHMACUN
13,579 protein selections
■ Beef 84%
■ Cauliflower 9%
■ Harvest Shreds 7%
SULTAN SALAD
2,258 w/ protein
■ Chicken 45%
■ No Protein 32%
■ Fish 15%
■ Tofu 8%
SOPSKA #8
7,462 servings
■ Sharing 77%
■ Entree 17%
■ Solo 6%
Telva — Coffee Customization
Temperature
27,169 selections
■ Hot 74%
■ Iced 26%
Milk Type
16,641 selections
■ Whole 51%
■ Oat 34%
■ Pistachio 16%
Cup Size
21,404 selections
■ 8oz 11%
■ 12oz 61%
■ 16oz 28%
Telva — Top Food Add-Ons
Sunny Egg
3,866
Beef Bacon
2,543
Sudzuka (all)
3,030
Over Hard Egg
2,510
Turkey Bacon
1,087
Eggs (all styles) are the #1 add-on — Sunny+Over Hard combined. Beef Bacon outsells Turkey Bacon 2.3:1.
Fetching St. Louis forecast…
Alcohol Revenue Scenarios
Incremental Revenue by Attach Rate Target
Drag targets to model upside — based on current annualized revenue pace
BTB Alcohol Target % of Net Sales
Current baseline: 3.2%
6%
1%15%
Telva Alcohol Target % of Net Sales
Current baseline: 2.1%
3%
1%12%
BTB Alc Revenue Now
—
annualized
BTB Alc at Target
—
annualized
Telva Alc at Target
—
annualized
Incremental Annual
—
above current baseline
Monthly Upside
—
avg / month
Revenue base: annualized from 2026 YTD weekly averages (BTB ~$4.7M, Telva ~$2.4M). Current alcohol %: BTB 4.0%, Telva 1.8% (note: Telva wine/prosecco likely categorized under Liquor in Toast — actual split may differ). Industry benchmark for casual dining with a full bar program is 20–25%; for a focused cocktail/beer program like BTB, 8–10% is a realistic ceiling. Primary lever is floor-level server upsell — not menu changes.
Bread Production Capacity Simulator
Production Ceiling & Revenue Impact Model
Drag the slider to model what outsourcing dough unlocks
Bakers: Erick, Arnoldi, Cesar · 5am–10am window
Max in-house: 2 somun + 1 pide batch = 810 units/day
Max in-house: 2 somun + 1 pide batch = 810 units/day
Revenue StreamAssumptionFull UpsideAt Scenario
BTB Floor +12%
Catering no longer cannibalizes dining room
$217K—
Telva Mon–Thu Lunch
Pide supply uncapped on low-volume days (ceiling scenario — see note)
$406K—
Catering Unlocked
Production no longer caps job intake
$240K—
Frozen Pide Restarted
25 packs/week at modest volume
$47K—
Total Annual Upside
$910K
—
Assumptions: BTB floor based on actual 2026 YTD revenue patterns. Catering unlocked based on known job pipeline. Frozen pide at 25 packs/week × $36 revenue. Telva lunch ($406K) is the loosest number — "doubled" was a ceiling scenario, not a projection. Treat it as directionally correct, not precise. Conservative (40%) = $364K · Moderate (65%) = $591K · Full (100%) = $910K. Outreach pending: Kitchen Cuisine Brands & Harvest Food Group (Chicago).
🏆 James Beard Award Halo — Revenue Impact
Loryn Nalic · Jun 15, 2026 · Projecting incremental lift over baseline YoY trend
Lift % (wks 1–4)
Peak halo · first month post-award
+25%
0%+60%
Lift % (wks 5–8)
Settling · sustained curiosity traffic
+15%
0%+40%
Lift % (wks 9–16)
Long tail · ongoing brand recognition
+8%
0%+25%
Wks 1–4 Incremental
—
vs baseline ~$450K/mo
Wks 5–8 Incremental
—
vs baseline
Wks 9–16 Incremental
—
vs baseline
Total JBA Lift (16 wks)
—
incremental revenue
Baseline: ~$112K/week group revenue (BTB + Telva, YTD 2026 pace). JBA lift applies to full group since award recognition brings guests to both locations. Catering and Goldbelly halo tracked separately.
2026 YTD
—
—
Jan–Jun 2026 · 6 months
Best Month Ever
—
—
—
All-Time Revenue
—
—
~3,000+ orders nationwide
Seasonality
Nov–Jan peak
🏆 JBA = earned media catalyst
Watch Jun–Aug for award-driven national spike
2026 Full-Year Projection
Actuals through Jun · remaining months projected from 2025 seasonality
2025 actual
2026 actual
projected
conservative
Full-rate applies current YTD growth (+70%) to Jul–Dec 2025.
Conservative strips the April media spike (+36% ex-April).
Q4 (Nov–Dec) is historically the strongest Goldbelly window.
Monthly Revenue — All Years
2022–2026 overlaid by month
2022
2023
2024
2025
2026
Revenue by Product Category
Pide vs Pide+Cevapi vs Cevapi · by year
Annual Revenue Trend
Total Goldbelly revenue by year
Repeat Customer Loyalty
By recipient name · 2022–May 2026 · 2,358 total orders
Repeat Customers
263
14.1% of customers
Orders from Repeats
751
31.8% of all orders
Notable Customer
Carly Simon
Martha's Vineyard, MA
Top Loyalists
Chase Shepard22×$1,136FL · 2022–2026
Cindra Kline14×$849CO · 2023–2025
Christy Cirino10×$496IL · 2022–2026
Sue Bradley9×$594TN · 2023–2026
Karen Kostroff8×$439NY · 2022–2026
Jennifer Quinn8×$537NY · 2023–2026
Bruce Lang8×$505FL · 2024–2026
What Repeat Customers Tell Us
Strategic takeaways from loyalty data
Loyalty is concentrated
Just 14% of customers account for 32% of all orders. Your repeat base punches well above its size — a loyalty or subscription program could meaningfully increase LTV.
Geographic loyalty is real
Top repeaters are spread across FL, CO, IL, TN, NY — not clustered near STL. These are people who specifically seek out Balkan food nationally, not locals getting gifts shipped.
Multi-year retention
Several top customers have ordered every year since 2022–2023. Chase Shepard (FL) has 22 orders across all 5 years — effectively a subscriber without a subscription.
Top 15 States by Revenue
2022–May 2026 · 2,358 orders · 51 states
State Breakdown
Group Marketing Performance
YTD Jan 1 – Jun 20, 2026 · Pulled live from Toast
LAST REFRESHED: JUN 21, 2026
🏆 JUN 15+ DATA REFLECTS JBA HALO EFFECT
Group Attr. Sales YTD
$402,051
11% of $3.74M group total
BTB Attributed YTD
$308,320
▲ Q2 +18% vs Q1 · 13% of BTB total
Telva Attributed YTD
$93,731
▼ Q2 -10% vs Q1 · 7% of Telva total
BTB AOV (YTD avg)
$64
Q1 $60 → Q2 $67 (+12%)
Telva AOV (YTD avg)
$43
Q1 $42 → Q2 $45 (+7%)
Quarter-over-Quarter · Group Attributed Sales
BTB
Q1
$141,173
Q2
$167,147
Telva
Q1
$49,417
Q2
$44,314
BTB marketing momentum is accelerating Q2 (+18%). Telva dipped slightly (-10%) — email engagement and off-premise mix worth monitoring.
Balkan Treat Box · YTD
Demand Drivers · Jan 1 – Jun 20
Email$217,203
3,197 orders · Q1 $94K → Q2 $123K (+31%)
Toast Local (web)$78,756
1,474 orders · ~44% from new guests
Gift Card$23,535
380 orders · overspend ~1.49×
Toast Local (app)$15,671
283 orders · Q2 growing (+37%)
Order with Google$14,473
226 orders · ~47% from new guests
Guest Mix · 4,833 attributed orders YTD
1,185
New
2,213
Reactivated
664
Active
Retention 28% Q1 / 27% Q2 · reactivations driving majority of volume
Off-Premise Mix · YTD
Direct (Q1)68.7% · $274,686
3rd Party (Q1)30.2% · $120,985
Direct (Q2)75.3% · $391,236
3rd Party (Q2)23.8% · $123,571
▲ Direct share growing: 68.7% Q1 → 75.3% Q2
DD $148K · UE $96K YTD
Telva · YTD
Demand Drivers · Jan 1 – Jun 20
Email$57,944
1,125 orders · Q1 $30K / Q2 $28K
Toast Local (web)$31,074
922 orders · ~40% from new guests
Gift Card$11,829
255 orders · overspend ~1.66×
Toast Local (app)$6,840
230 orders · Q2 growing (+34%)
Guest Mix · 2,155 attributed orders YTD
616
New
580
Reactivated
240
Active
Retention 31% Q1 / 30% Q2 · higher loyalty rate than BTB
Off-Premise Mix · YTD
Direct (Q1)51.0% · $39,678
3rd Party (Q1)46.7% · $36,363
Direct (Q2)64.2% · $55,766
3rd Party (Q2)33.0% · $28,674
▲ Improving: direct share up from 51% → 64% Q2
⚠ 3rd party still higher than BTB — room to shift Q3
DD $38K · UE $27K YTD
Last 30 Days · May 21 – Jun 20, 2026
BTB Attr. Sales
$61,023
▼ 4% vs prior month
BTB Orders / AOV
829 / $74
AOV ▲ 16% vs prior
Telva Attr. Sales
$13,970
▼ 32% vs prior month
Telva Orders / AOV
334 / $42
AOV ▼ 17% vs prior
Catering & Events
YTD Jan 1 – Jul 7, 2026 · Balkan Treat Box · via Toast Catering Pro invoices
YTD Confirmed
—
—
vs 2025 YTD
—
—
Total Events
—
Closed invoices YTD
Avg Invoice
—
Blended avg per event
Monthly Catering Revenue · 2026
Jan
$15.10K
Feb
$23.9K
Mar
$36.8K
Apr
$50.2K
May
$103.7K
Jun
$39.10K
* Jun includes $9,962 outstanding (2 draft invoices — Kyla Graham/Kawamura event)
Monthly Breakdown · 2026 vs 2025
| MONTH | 2026 | 2025 | YoY |
|---|---|---|---|
| January | $14,953 | $21,716 | -31% |
| February | $22,866 | $29,907 | -24% |
| March | $35,841 | $18,664 | +92% |
| April | $50,199 | $19,404 | +159% |
| May | $102,684 | $52,643 | +95% |
| June | $38,985 | $19,992 | +95% |
| July *partial | $2,098 | $24,296 | — |
| YTD Total | $267,626 | $162,326 (H1) | +65% |
Full Year Projection · 2026
Closed actuals + booked pipeline + 2025-pace estimate for unbooked months
Confirmed + Pipeline
—
Full Year Estimate
—
2025 Full Year
$310K
Closed = actual Toast invoices · Pipeline = open booked events · Estimated = 2025 H2 avg for unbooked months
Booked Pipeline · Jul–Oct 2026
| DATE | CLIENT | AMOUNT |
|---|---|---|
| Jul 12 | Daniel McGilvray & Natalia | $1,754 |
| Jul 22 | St. Louis Public Radio | $974 |
| Aug 15 | Kendahl & Nick (open) | $5,000 |
| Aug 15 | Lakshmy Subramonian | $377 |
| Aug 17 | Bryan Jones | $3,410 |
| Aug 21 | Elizabeth Cobin | $2,948 |
| Sep 12 | Casey Plach | $1,867 |
| Sep 19 | Hillary Fitz Wedding | $3,961 |
| Oct 17 | Taylor Madden Food Truck | $2,490 |
| Total Pipeline | $22,781 | |
Pipeline is light Jul–Oct — peak catering season historically picks up Sep–Nov. JBA exposure expected to bring new corporate inquiries.
Annual Catering Revenue
2023$98,479 76 events
2024$264,909 +169%
2025$310,192 +17%
2026 YTD$215,967 thru Jun
Notable Clients YTD
Shannon Lee$3,862
Cynthia Kohlbry$4,045
Matthew Becker$2,484
Maria Fey Chavez-Garbs$2,364
Saint Louis CITY SC$2,809
JBA recognition expected to drive new corporate inquiry volume — monitor Toast Catering leads tab weekly. Ask Mark to export invoices CSV each Monday.
What Catering Clients Order · All-Time (21,498 servings tracked)
Items by Servings Ordered
Kofte (meatballs)
5,413
Chicken Durum Doner
2,131
Beef Durum Doner
1,947
Chicken Souvlaki
1,699
Spinach & Feta Hand Pies
1,116
Patlidzan (eggplant)
1,030
Beef Souvlaki
1,011
Sultan Salad
576
Tofu Durum Doner
421
Tofu Souvlaki
270
Telva Cookies
250
Kumru
213
Protein Preference (buffet modifiers)
Chicken
112 · 43%
Tofu / Vegan
81 · 31%
Beef / Steak
47 · 18%
Grilled Chicken (buffet)
21 · 8%
Key Takeaways
🥩 Kofte dominates — 5,413 servings, nearly 2.5× the next item. It's the catering anchor.
🍗 Chicken beats beef across both Doner and Souvlaki formats.
🌱 Vegan/tofu is 31% of tracked protein choices — unusually high. Worth highlighting for corporate clients.
🥗 Hand pies & Patlidzan are strong supporting items — nearly 1,100 and 1,030 servings respectively.
🍪 Telva Cookies appear on 250 orders — a natural cross-sell to include in every proposal.
Source: Toast Catering Pro invoices export · all closed invoices through Jul 12, 2026 · 832 total invoices parsed
Top Clients · All-Time Revenue
Corporate / Institutional
Washington University (all depts)
$156K+
160+ events · 2023–2026 · Anchor client
St. Louis CITY SC
$38.7K
23 events · 2023–2026
EZCater
$17.6K
25 events · 2025–2026 · platform orders
Anheuser-Busch
$9.9K
4 events · 2025–2026
Edward Jones
$8.1K
2 events · 2024–2025
Enterprise Holdings ★ new
$8.0K
1 event · 2026 · first booking
World Wide Technology
$7.3K
3 events · 2023–2026
Nestlé Purina PetCare
$7.2K
7 events · 2024–2026
Bayer/Monsanto
$5.6K
4 events · 2023–2024
Wedding Cycle Events
41
Total Events
$106K
All-Time Rev
$2,585
Avg Check
Wedding Receptions
34 events · $87.7K
Rehearsal Dinners
5 events · $9.4K
Engagement Parties
2 events · $9.3K
📌 Key Takeaways
· WashU alone is ~$156K — more than any other client segment. Worth a dedicated annual relationship.
· Wedding season = April–October. 34 receptions on file, avg $2,580. Steady repeat channel.
· Enterprise Holdings booked once in 2026 ($8K single event) — strong new corporate prospect.
· STL City SC is a 3-year relationship at $38.7K. Keep the connection warm through the soccer season.
Source: Toast Catering Pro invoices export · all closed invoices through Jul 7, 2026 · 829 total invoices parsed
Ridge Room at Telva
Venue rentals · private events · 2026 YTD
YTD Bookings
—
Events closed YTD
YTD Revenue
—
Jan–Jul 2026
Avg Rental
—
Per event
vs H1 2025
—
YoY growth
Monthly Rental Revenue · 2025 vs 2026
Monthly Detail · 2026
| MONTH | EVENTS | 2026 REV | 2025 REV |
|---|
Market Snapshot · Plain English
Key Input Commodity Prices
USDA/BLS retail price averages · updated monthly · directional reference for food cost planning
12-Month Price Index
Indexed to 12 months ago = 100 · relative price movement
What This Means for BTB
Period
Group Revenue
—
—
BTB
—
—
—
Telva
—
—
—
Total Guests
—
BTB + Telva combined
June Week-by-Week Revenue
BTB vs Telva Split
June 2026 vs June 2025 — Week by Week
Key Insights · June 2026
1
James Beard Award week (Jun 15) drove BTB to $136K — the highest single week on record for either concept. National recognition translated immediately to revenue.
2
Group revenue of ~$654K vs $374K in June 2025 = +75% YoY. BTB nearly doubled on its own (+95%). The award effect is real and measurable.
3
Telva held strong at $191K despite closing Jun 29–Jul 6. Summer demand is running above the 2025 baseline consistently.
Sales by Channel
Group
BTB + Telva YTD 2026
BTB
YTD 2026
Telva
YTD 2026
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BALKAN TREAT BOX GROUP
Weekly Revenue Report
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Printed
Confidential · Owner's Copy
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This Week
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Group
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Balkan Treat Box
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Telva
—
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4-Week Avg
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Group rolling avg
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Group Guests
—
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BTB Guests · Avg Check
— · —
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Telva Guests · Avg Check
— · —
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WoW Change
—
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Group Comps & Discounts
—
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BTB Comps
—
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Telva Comps
—
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Last 8 Weeks
| Week Ending | BTB | Telva | Group | Guests | vs Prior Year |
|---|
|
Month to Date
|
Year to Date
|
Monthly Revenue — 2026 vs 2025
| Month | 2025 | 2026 | Change | BTB 2026 | Telva 2026 |
|---|
Weekly Intelligence
Revenue Channels · 2026 YTD
| Channel | YTD Revenue | Events / Orders | Notes |
|---|---|---|---|
| Goldbelly | $18,552 | — | Jan–Jun 14 · +62% vs same period 2025 · All-time: $127,834 |
| Stadium (2026 Season) | $67,517 | 6 events | Avg $11,253/event · All-time: $412,369 across 42 events |
| Catering | $348,979 | 241 events | +115% vs H1 2025 · Avg invoice $1,448 · Jul partial |
Product Mix — Top Items
|
Balkan Treat Box · Jun 8–14 by revenue
|
Telva Cafe · Jun 1–14 by revenue
|
Catering
|
YTD Confirmed
$348,979
|
vs 2025 YTD
+45%
|
Total Events
143
|
Avg Invoice
$1,441
|
|
Booked Pipeline · Jul–Oct 2026
Pipeline total: $22,781
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Top Clients · All-Time
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Source: Toast POS · Balkan Treat Box Group · Confidential