How a Colorado restauranteur leaped into action when tariffs hit food prices

NBC News

06-07-2025

Steve Hammer, owner of the Mauka Poke and Twisted Root restaurants in Eagle, Colorado. Benjamin Rasmussen for NBC News
For Steve Hammer, owner of Mauka Poke, waiting for the next shoe to drop wasn't an option. July 6, 2025, 6:07 AM EDT By Alicia Victoria Lozano
As the U.S market plunged into volatility following President Donald Trump's tariff announcement on Liberation Day, Colorado restaurant owner Steve Hammer panic-ordered 200 pounds of ahi tuna.
Mauka Poke, one of his two restaurants in Eagle, Colorado, near the popular resort towns of Beaver Creek and Vail, exclusively serves poke. The other, Twisted Root, offers fish as an alternative to pizza and burgers.
'On Liberation Day, I probably got 10,000 grey hairs,' Hammer said. 'I completely panicked. My kitchen manager wasn't particularly happy with me for jamming up the freezer.' Since early April, the cost of tuna has only increased by a few bucks to about $220 per box, but Hammer said he is still keeping the fridge fully stocked. Benjamin Rasmussen for NBC News
At the time, Hammer figured it would be better to order seven 30-pound boxes of tuna for $215 total than run the risk of prices increasing when the tariffs hit Vietnam, where he sources most of his seafood.
On Wednesday, Trump said he reached a trade agreement with the southeast Asian country. U.S.-based companies will pay a 20% tariff on Vietnamese goods and a 40% tariff on goods routed through Vietnam from other countries.
Vietnam agreed not to charge any tariffs on U.S. goods. According to industry trade group Independent Restaurant Coalition, smaller restaurants and food processors are facing 'enormous pressure' from Trump's tariff war with China in particular. Benjamin Rasmussen for NBC News
The restaurant industry has been in financial limbo for much of this year as consumers scale back on dining out and business owners face the impacts of tariffs. In May, Fitch Ratings warned that the restaurant industry was facing 'significant risks' and downgraded its outlook from neutral to deteriorating.
According to the industry trade group Independent Restaurant Coalition, smaller restaurants and food processors are facing 'enormous pressure' from Trump's tariff war with China in particular. Some cookware and takeout containers come from China, which leaves small businesses with the difficult question of whether to absorb increasing costs or pass it on to customers and risk losing their business.
Hammer is already feeling the crunch. The price of avocados from Mexico, a mainstay at both of Hammer's restaurants, has doubled from about $45 to $50 per box to about $90 to $100, he said. Benjamin Rasmussen for NBC News
Since early April, the cost of tuna has only increased by a few bucks to about $220 per box, but Hammer said he is still keeping the fridge fully stocked to delay raising prices as long as possible.
Prices for other products, like disposable bowls from China, have already climbed 25%. Since March, the cost has increased from about $25 per box to $35 from his usual supplier, he said. And costs from the 'emergency supplier' Hammer uses when his go-to is not available have shot up from around $45 to $67, he added.
Disposable gloves are also getting pricier. At Mauka Poke, where employees go through whole cases per day, prices have increased from $32 in January to $39 for his most recent order. As customers order fewer extras like avocado and guacamole, the cost of some mainstays like ground beef are also rising. Benjamin Rasmussen for NBC News
The price of avocados from Mexico, a mainstay at both restaurants, has doubled from about $45 to $50 per box to about $90 to $100, he said. That price has trickled down to customers, costing them now $2 per scoop, up from $1. It's now cheaper to buy the popular topping from local markets than from wholesalers. Many local grocers now limit the number of avocados each customer can purchase, he said, because of high demand.
'Those signs are because of people like me,' Hammer joked, referring to the quantity restrictions. He said customers are beginning to 'tighten their belts' and visit his restaurants less frequently.
They're also ordering fewer extras like avocado and guacamole. Even mainstays are becoming more expensive. The price of ground beef has increased due to the rising costs of cow feed, Hammer's suppliers have told him. Looking ahead
In an attempt to keep things afloat during these uncertain times, Hammer, whose family owned a pub when he was growing up, has stopped taking a salary from the restaurants. Instead, he relies on his digital marketing business for income. He acquired Twisted Root just six months ago while Joe Biden was president and Mauka Poke about a year and a half ago, he said.
The seafood restaurant brings in about $350,000 a year with a 5% profit margin, but Twisted Root has a negative 10% profit margin despite its $450,000 yearly revenue. The staff is larger there and the rent higher, plus Twisted Root offers vegan alternatives that are more expensive than meat and dairy products, Hammer said. He tries to keep the menu prices reasonable for customers, which sometimes means taking on more cost. In an attempt to keep things afloat during these uncertain times, Hammer, whose family owned a pub when he was growing up, has stopped taking a salary from the restaurants. Benjamin Rasmussen for NBC News
Closing is not an option for the meantime, Hammer said. He employs 30 seasonal workers between both restaurants and feels 'responsible' for keeping the businesses going. In six months, he will reassess Twisted Root's model and decide whether to revamp the menu or change its concept. Thoughts about the current administration
When asked if Trump's trade war is negatively affecting his businesses, Hammer compared the president's approach to bullying.
'I keep hearing through the administration about how we should just suck it up and deal with it and rub some dirt on it and get back in there,' he said. 'It's administration by bullies and I hate it." Alicia Victoria Lozano