East side style, celebrated: The East Austin restaurant where everyday is a reason to celebrate

The Story

Founded in Austin, Texas, by restaurateur Sam Hellman-Mass and Executive Chef Fermín Nuñez, Suerte believes that a great meal starts with delicious food but always includes genuine hospitality and a celebration of time shared at the table. The restaurant combines house made masa, refined cooking techniques, ingredients from local farmers and inspiration from Mexico for a familiar yet unexpected dining journey.

The Challenge

Red Fan was tasked with launching and continuing to differentiate Suerte in a city crowded with seemingly similar offerings of Mexican food. After launching the restaurant in 2018, Red Fan needed to keep the momentum going for Suerte through media placements, award nominations, events and partnerships. Red Fan built the momentum and was challenged to keep it going after nearly two years in business.

44%

1.4B

840

NATIONAL HONOR
named 1 of the 18 best new restaurants in America

SHARE OF VOICE
driven over competitors

AGGREGATE READERSHIP

TOTAL MENTIONS
earned by PR

The Solution

Together, Red Fan and Suerte identified continued brand messaging that could be utilized in web copy, implemented across social media channels and used in conversations with the media. Red Fan developed a timeline of unique and thoughtful story angles and positioned Suerte’s staff as experts in their respective fields.

The Results

Suerte quickly established itself as an Austin institution. In 2018 it was named to Bon Appétit’s Top 50 list, as well as one of the best new restaurants by Eater. Chef Fermín Núñez was also named Eater Austin’s best new chef of 2018. Suerte earned additional accolades by being named a “Best New Restaurant” in 2019 by Food & Wine and Texas Monthly while also earning a semi-finalist nomination for the James Beard Awards for Best New Restaurant.

Red Fan’s strategic media outreach landed articles about Suerte in The New York Times, The Wall Street Journal, VOGUE, the Austin Chronicle, the Austin American-Statesman, CultureMap, the Austin Business Journal and more. The restaurant was featured on INSIDER’s Kitchen Insider, covered on travel blogs and widely showcased by social media influencers and celebrities.

The Red Fan team has been an integral part of the Suerte journey. Before launching the restaurant we delved deep into the restaurants heart to uncover a PR strategy that communicates the ethos of our food and brand. With clear and compelling messaging the public was hooked to come into the restaurant. Since our opening we have built strong momentum with great press. I have complete trust that Red Fan carefully approaches each new media opportunity with skill and tact to make the best of every situation. Kathleen and Lindsay have coached me to become a better business leader internally to my staff at Suerte, and also as the owner of a very public business. I’ve found the best business relationships often become great friendships, and I treasure the friendship I’ve built with the team at Red Fan Communications.
Sam Hellman-Mass
Owner