Texas-Style BBQ • Madison, Wisconsin
Smokin' Badger BBQ — Texas-Style BBQ featuring Brisket, Pulled Pork, and Burnt Ends
Operating in Madison, Wisconsin (Dane County)
You have 90 days of email support included with this roadmap. Questions about anything in this report? Email Chris — guaranteed response within 24 hours.
| Factor | Score | Assessment |
|---|---|---|
| Competition Level | 8/10 | Only 2-3 dedicated BBQ trucks in Madison metro |
| Demand Evidence | 9/10 | Strong demand — 15+ BBQ restaurants in area, limited mobile options |
| Differentiation | 8/10 | Texas-style focus differentiates from Carolina/Memphis competitors |
| Your Capability | 9/10 | 5 years competition BBQ experience, multiple awards |
| Market Gap | 7/10 | Underserved lunch crowd at business parks |
| Overall Viability | 8.2/10 | Strong Viability — Proceed with confidence |
We identified 3 direct competitors in your market:
Position as THE Texas-style BBQ option in Madison. Emphasize:
| Equipment | Brand/Model | Max Watts | Status |
|---|---|---|---|
| Warming Cabinet (large) | Avantco | 1,800W | Spec'd |
| Warming Cabinet (small) | Avantco | 1,200W | Spec'd |
| Steam Table (4-pan) | Avantco | 1,500W | Spec'd |
| Reach-In Fridge | Avantco | 450W | Spec'd |
| Chest Freezer | Avantco | 250W | Spec'd |
| Flat Top Griddle (for burnt ends finish) | Avantco | 3,400W | Spec'd |
| Heat Lamps (2x) | Commercial | 500W | Spec'd |
| Lights, POS, Misc | Various | 500W | Estimated |
| Total Power Requirement | 9,600W | ||
You haven't selected a generator yet. Based on your equipment load, you need a 12kW inverter generator minimum. Popular options: Honda EU7000iS (parallel two units) or Westinghouse iGen12000.
This stuff goes up and down the road bumping and breaking ALL THE TIME. Buy cheap, replace fast.
Based on your skill level ("Somewhat Handy"), we recommend purchasing a shell and hiring independent contractors for electrical, plumbing, and gas. You can handle mounting and finishing.
Estimated savings vs. full build: $10,000-$15,000
| Electrical | Wisconsin Electrical Code (based on NEC) |
| Plumbing | Wisconsin Plumbing Code (SPS 381-387) |
| Gas | Wisconsin Fuel Gas Code (SPS 340) |
| Food Safety | Wisconsin Food Code (ATCP 75) |
🔴 CRITICAL: If using an out-of-state builder, verify they build to Wisconsin codes. Trucks built to other state codes may fail your DATCP inspection.
| Current Status | Shopping for shell |
| Target Type | Step Van (16-18 ft) |
| Builder | Not selected — researching Wisconsin builders |
| Estimated Build Time | 8-10 weeks |
| Category | Allocated | % of Total | Status |
|---|---|---|---|
| Truck/Shell Purchase | $25,000 | 40% | Good |
| Build/Conversion | $18,000 | 29% | Good |
| Equipment | $12,000 | 19% | Good |
| Operating Reserve | $4,000 | 6% | Good |
| Repair Reserve | $3,000 | 5% | Low |
| Total Budget | $62,000 | 100% | Adequate |
For a used truck, we recommend $5,000 minimum repair reserve:
Recommendation: Reallocate $2,000 from build budget or increase total budget to $64,000.
| Commissary (minimum) | $300/month | $3,600/year |
| Insurance (General Liability) | $250/month | $3,000/year |
| Fuel (truck + generator) | $400/month | $4,800/year |
| Licenses/Permits | — | $500/year |
| Minimum Annual Overhead | $11,900/year | |
Complexity Level: Medium (State + Local Agent)
Once you have your DATCP or local agent license, it's valid statewide. You can operate anywhere in Wisconsin with one license. Madison (Dane County) DATCP-licensed vendors are exempt from additional Public Health licensing.
Submit to DATCP or local health department:
Link: DATCP Mobile Food Program
Timeline: Allow 30 days for review
| Step | Duration | Target Date |
|---|---|---|
| Food Manager Certification | 2-4 weeks | February 2025 |
| Secure Commissary Agreement | 1-2 weeks | February 2025 |
| Submit Plan Review | Allow 30 days | Late February 2025 |
| Complete Truck Build | 8-10 weeks | April 2025 |
| Pre-Opening Inspection | 1-2 weeks | Late April 2025 |
| License Issuance | Upon passing | May 2025 |
| Total Timeline | 14-16 weeks | |
Status: Wisconsin requires a licensed Mobile Service Base (commissary).
Wisconsin does NOT currently allow the 4th sink bypass for commissary exemption. Standard commissary is required.
Pay for as little commissary as your state legally requires. Every dollar saved = profit.
| Stage | Commissary Level | Est. Monthly Cost |
|---|---|---|
| Year 1 Start | Minimum (time only) | $250-$400 |
| Growing Demand | Basic + some storage | $400-$600 |
| Outgrown Truck | Walk-in + dry storage | $800-$1,500+ |
Key insight: If you've outgrown your truck storage, that's a GOOD problem. Increase commissary usage SLOWLY to match actual business needs. Never rent "just in case."
Recommended starting level: Minimum (time only)
Estimated monthly cost: $300
Strategy: Maximize truck storage, prep on truck, shop frequently. Increase only as business demands.
| Timing | Post Content |
|---|---|
| 2+ weeks out | "Coming to [location] on [date]!" |
| 3-5 days out | "Almost time! [Location] [Day]" |
| Day of | "We're OPEN at [location]! Come hungry!" |
| During event | Food photos, line photos, "Burnt ends almost gone!" alerts |
| After event | Thank you post, next location teaser |
Rule: Post ALL THE TIME. Consistency builds following. BBQ photos drive engagement — show that smoke ring!
| Priority | Target | Approach |
|---|---|---|
| 1 | Large companies (100+ employees) | Call industrial parks in Madison/Middleton, offer FREE first visit |
| 2 | Breweries | Wisconsin has tons — get on regular rotation at 3-4 |
| 3 | Wineries | Door County weekends = premium crowds |
| 4 | FB Food Truck Groups | Join Wisconsin Food Truck, Madison Foodies groups |
| 5 | Food Truck Associations | Madison Food Truck Alliance — event notifications |
Why You Need One: Fills gaps when not scheduled, builds local following, Year 1 owner-operated.
| Daily Sales | Minimum Staff | Notes |
|---|---|---|
| Under $500 | 1 (owner) | Year 1, build slowly |
| $500+ | 2 | Speed critical — people walk if slow |
| $1,200+ | 3 | Capture capacity, don't lose sales |
Owner-operated only at home base. Sales will be slow. Don't lose money on labor while building.
| Month | Season | Revenue Expectation |
|---|---|---|
| March | Early Season | WORST — ramp slowly |
| April-May | Ramp Up | Building momentum |
| June-August | Peak | Maximum capacity |
| September | Wind Down | Still good — football season helps |
| October | Late Season | Cut costs going in |
| Nov-Feb | Off Season | Minimal or closed — Wisconsin winters are brutal |
Consider catering-only in winter, or partner with a brewery that has indoor space. Some operators do holiday pop-ups at indoor markets.
| Experience Level | Lunch Minimum | Dinner Minimum |
|---|---|---|
| New (Year 1) | $750 | $1,000 |
| Established | $1,000 | $1,500 |
| In-Demand | $1,500+ | $2,000+ |
Priority Order:
If event history is unknown or first-time event: DECLINE. First-time events rarely hit projections. Everyone thinks their event will be a hit.
Only do no-minimum if there's proven history with this specific client/venue.
These are your most important next steps, ranked by urgency and impact.
Enroll immediately — this takes 2-4 weeks and is required before you can operate. Wisconsin requires cert on truck at all times.
Cannot open bank account or make business purchases without these. File with Wisconsin DFI, then apply for EIN at irs.gov (instant).
Required before DATCP will issue mobile license. Find commissary, negotiate terms, get notarized agreement.
Allow 30 days for review. Submit floor plan, electrical plan, plumbing plan, and equipment spec sheets.
Based on equipment load calculation. Get dimensions to builder for generator box sizing before build begins.
Step van, 16-18 ft. Verify mechanical condition before purchase. Budget for tire replacement.
Current $3,000 is too low for used truck. Reallocate from build budget or increase total budget.
Minimum $1M coverage. Required for commissary agreement and venue COIs.
Gmail → Calendar → Website (Wix) → Facebook → Instagram. Do during build phase.
Target brewery partnerships and industrial park lunches. Have 3-4 events booked before launch.
| # | Action | Deadline | Status |
|---|---|---|---|
| 1 | Food Manager Certification | Jan 31 | ☐ |
| 2 | Form LLC / EIN | Jan 15 | ☐ |
| 3 | Secure Commissary | Jan 31 | ☐ |
| 4 | Submit Plan Review | Feb 15 | ☐ |
| 5 | Select Generator | Feb 1 | ☐ |
| 6 | Purchase Truck | Feb 1 | ☐ |
| 7 | Increase Repair Reserve | Before purchase | ☐ |
| 8 | Obtain Insurance | Jan 31 | ☐ |
| 9 | Setup Marketing | Mar 15 | ☐ |
| 10 | Book First Events | Apr 15 | ☐ |
You have 90 days of email support included. Stuck on any of these actions? Email Chris — guaranteed response within 24 hours.