Balkan Treat Box Group
Owner Dashboard
Weekly Revenue Intelligence · BTB + Telva
🏆
James Beard Award · Loryn Nalic · Jun 15, 2026
Updated through week ending Jun 14, 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
$67,517
6 events · net check
Avg $11,253/event
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
16
Jun 8–14 · $1,644 rev
Monthly Count
26
June · $2,827 rev
YTD Count
180
2026 · Jan–Jun 14
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 3.2%, Telva 2.1%. 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
$18,552
+62% vs same period 2025
Jan–Jun 14 · 6 months
Best Month Ever
$5,829
April 2026 · Drew Barrymore Show
Prior best: $5,533 Dec 2023
All-Time Revenue
$127,834
2022–2026 YTD
~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 20, 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 – Jun 20, 2026 · Balkan Treat Box · via Toast Catering Pro
YTD Revenue
$166,869
All catering dining options
Total Orders
143
Catering POS checks
Avg Check
$1,363
Blended avg per order
Monthly Catering Revenue
Jan
$6.4K
Feb
$12.3K
Mar
$23.1K
Apr
$33.2K
May
$70.2K
Jun*
$21.6K
* Jun partial (thru Jun 20)
Monthly Breakdown
| MONTH | REVENUE | MOM |
|---|---|---|
| January | $6,389 | — |
| February | $12,296 | +92% |
| March | $23,140 | +88% |
| April | $33,185 | +43% |
| May | $70,233 | +112% |
| June (thru 20) | $21,626 | partial |
YTD Formal Catering Orders (by Type)
Catering Online Ordering
13 events
$10,259 · avg $789/event
Catering Inquiry / Event
7 events
$7,418 · avg $1,060/event
20 closed events · $17,677 total from formal catering module
Identified: Boeing ($3,862) = Buffet · MO Historical ($554) = Box Lunch
Buffet/box lunch not tracked as a field in 2026 Toast orders — tag future orders in event name for reporting.
Buffet/box lunch not tracked as a field in 2026 Toast orders — tag future orders in event name for reporting.
Notable Clients YTD
Boeing Company$3,862
Saint Louis CITY SC$2,809
WashU Biology Dept$1,042
WashU Experiential$1,494
MO Historical Society$554
10+ new leads in pipeline · Source: Toast Catering Pro
🏆 JBA win (Jun 15) expected to drive new corporate inquiry volume — monitor leads tab weekly
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