The restaurant specializes in Indonesian-style satay and grilled dishes influenced by Southeast Asian, Middle Eastern and Indian flavors. The Villarreals said the first year has brought both challenges and steady signs of growth.
“It’s very challenging,” Tina said. “A lot of people don’t really know what Indonesian cuisine is. They walk in, they look around, and they’re unsure what they’re going to get.”
The background
Saté Texas began as a home-based effort within Austin’s Indonesian community. Tina said she first started cooking Indonesian dishes for small gatherings and community events, which led to preorders and invitations to sell food publicly.
The couple’s first public appearance came at the Asian Night Market on Congress Avenue in 2019, where they sold out of food both nights.
“That was when we thought maybe this could work,” Tina said.
When the COVID-19 pandemic paused festivals and public events, the Villarreals launched a food truck in South Austin in 2021. Eugene said the truck served as a way to test whether Indonesian food could reach a broader audience.
“People responded really well,” he said.
After operating the food truck for about a year, the couple began searching for a permanent restaurant space. Eugene said it took nearly two years to find a suitable location, citing limited availability and high build-out costs.
“It’s very limited,” he said. “If you build out your own place, you’re looking at hundreds of thousands of dollars.”
The couple eventually opened Saté Texas in a former Wingstop space in Round Rock, handling much of the cleanup and preparation themselves.
What they offer
The menu centers on Indonesian satay, or grilled skewers, served with peanut sauce, along with rice-based dishes and grilled meats. Tina said Indonesian food varies significantly by region, which can shape customer expectations.
“Even in Indonesia, every place tastes different,” she said. “As a chef, you create your own style.”
To appeal to a wide audience, the restaurant serves spice on the side and cooks food to order, which can take 10-15 minutes. Eugene said that approach can be challenging during lunch hours, but allows for better quality.
“Our food isn’t fast food,” he said.
Another detail
The owners said rising food and operating costs have made the first year especially difficult. Despite that, they have not raised menu prices.
“It’s very challenging to maintain prices,” Tina said. “But we want people to still afford the food.”
The restaurant currently operates with two full-time employees and draws repeat customers, including some who travel from other parts of Central Texas.
What’s next
As Saté Texas enters its second year, the Villarreals plan to refine their lunch menu and gradually introduce new items, including dishes influenced by Texas barbecue such as stuffed jalapenos and grilled corn.
Eugene said the goal is to continue building familiarity with Indonesian cuisine while remaining accessible to new customers.
“Please give us a try,” Tina said. “You never know if you like it until you try it. Support small businesses, or all we’ll have left are big chains.”
