The year is 2025. President Trump’s tariffs have sent shockwaves through the US economy, and Steve Hammer, owner of two Colorado restaurants, is feeling the heat. His poke restaurant, Mauka Poke, and his more eclectic eatery, Twisted Root, are facing soaring costs for everything from avocados to disposable bowls. The price of avocados from Mexico has doubled, tuna costs are creeping up, and even disposable containers from China are significantly more expensive. This isn’t just an inconvenience; it’s a fight for survival.
Hammer’s immediate reaction to the tariff news was panic. He bulk-ordered 200 pounds of tuna, jamming his freezer and incurring the wrath of his kitchen manager. This drastic move was a preemptive strike against potentially even higher prices. While the cost of tuna has only increased slightly since April, Hammer isn’t taking any chances. He’s keeping his freezers full to the brim, delaying price increases for his customers for as long as possible.
But the tuna is just the tip of the iceberg. Other costs are rising dramatically. Disposable bowls from China have seen a 25% price jump, and the price of disposable gloves, a necessity in his restaurants, has also increased. These escalating costs are forcing Hammer to make difficult decisions. Customers are ordering fewer extras like avocado and guacamole, and the rising price of ground beef (due to increased cow feed costs) is another blow.
The situation has become so dire that Hammer has stopped taking a salary from his restaurants, relying instead on his digital marketing business to make ends meet. He’s committed to keeping his 30 seasonal employees working, even if it means personal sacrifice. Twisted Root, his newer establishment, is currently operating at a negative 10% profit margin, highlighting the intense pressure he’s under. He’s considering a menu overhaul or even a complete concept change for Twisted Root in the coming months.
Hammer doesn’t mince words when discussing the Trump administration’s approach to trade. He sees it as bullying, a disregard for the struggles of small business owners like himself. The message he hears from the administration is essentially to ‘suck it up,’ a sentiment that fuels his frustration and determination to persevere. His story is a stark reminder of the real-world consequences of trade policy, and a testament to the resilience of small business owners in the face of overwhelming challenges.
