Home » Blog » How Lukas Partners Generated Buzz for Terra Gaucha’s New Omaha Location
About Terra Gaucha
Terra Gaucha is a Brazilian steakhouse with five locations across the United States, dedicated to giving the general public an authentic taste of the Churrasco tradition—open-flame, skewered meat roasting.
The Challenge
Terra Gaucha was expanding into the competitive Omaha dining scene—a market where they had no existing local brand recognition and faced well-established steakhouses and high-end dining options. Our challenge was to quickly build excitement and credibility for a new-to-market restaurant concept, generate meaningful buzz before doors opened, and create strong opening-week traffic and sustained local interest—all without a pre-existing customer base in Nebraska.
The Big Idea
Don’t just announce the opening. Embed them into Omaha’s foodie scene.
We needed to position Terra Gaucha as Omaha’s newest must-try dining experience. How? By blending credible earned media, trusted local partnerships, and Hurrdat’s built-in audience. It was important that Terra Gaucha feel like a local favorite before they even opened their doors in Nebraska.
And then we had to deliver on the grand opening. The event itself had to live up to the hype with a memorable launch and an experience people would naturally want to talk about.
Our Approach
Here’s everything we did to successfully get the word out about Terra Gaucha’s grand opening in Omaha. We took a multi-channel marketing and PR approach customized to our client’s needs.
Developed a Comprehensive Media Kit
Their detailed media kit included high-quality imagery, quick facts, and key talking points. This ensured that every journalist or outlet had all the information they needed to cover Terra Gaucha accurately and enthusiastically, making it easier to secure placements and be consistent in the restaurant’s message.
We promoted a well-timed Mother’s Day giveaway, which helped build early awareness, encourage word-of-mouth sharing, and drive interest during the grand opening weekend.
By participating in existing foodie communities and encouraging user-generated content, we expanded Terra Gaucha’s reach organically and built anticipation for the big day.
As part of the Hurrdat network, Lukas Partners leveraged exclusive access to Hurrdat’s highly engaged local audiences. We ran targeted display ads on Hurrdat’s owned media properties and sent custom email offers to subscribers across Hail Varsity, Hurrdat Sports, and Hurrdat ONE. This direct line to Nebraska’s most loyal fans and foodies gave Terra Gaucha instant brand visibility with people eager to try new experiences. These digital PR services drove early reservations and foot traffic from day one.
Planned Successful Grand Opening Event
We worked closely with Terra Gaucha to ensure the ribbon cutting ceremony was a memorable and visual experience. A Gaucho-style steak knife was used to cut the ribbon, a Brazilian dancer entertained guests as they dined and a horse and Gaucho were on hand for photo opps.
Our digital PR strategy didn’t stop after opening night. We continued proactive outreach, follow-ups, brand listening, and influencer partnerships to maintain momentum throughout Terra Gaucha’s critical first months. This sustained buzz helped the restaurant stay top-of-mind with local media and Omaha diners.
The Results
49 media placements secured
Newspaper print
Online publications
Social media posts
89,000+ views and ~10,000 engagements (comments, reactions, shares, saves) on Hurrdat ONE TikTok video
1.7 million audience reach
$159,000 ad equivalency value
$479,000 publicity value
About working with Lukas Partners, Stephanie Rizzon, Terra Gaucha’s Assistant Marketing Director, said:
“We’re so excited to see the coverage, and the responses have been fantastic.”
Kristen is a Senior Communications Strategist and writer with brand advancement, news media relations, media training, social media, and crisis communication expertise. She manages clients like FNTS, Creighton University, Omaha STEM Ecosystem, and Heartwood Preserve at Lukas Partners.
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