Introduction

What if failure wasn’t the end of the road but the beginning of something extraordinary? That’s the mindset Luis "Ugly" Fernandez embraced when he launched Forysth Fire Escape, a revolutionary restaurant concept born from the chaos of the COVID-19 pandemic.

In this blog, we’ll explore Luis’s inspiring story—how he went from serving burritos via a bucket on a New York City fire escape to running a thriving, community-driven business. Along the way, he teaches us how to reframe failure, lean into creativity, and balance the demands of being both an entrepreneur and an artist.

Whether you’re chasing a dream, battling setbacks, or just searching for inspiration, Luis’s journey will challenge you to think differently about obstacles and show you how innovation often comes from the most unexpected places.

How Forysth Fire Escape Was Born from Failure

When the COVID-19 pandemic hit, the restaurant industry came to a screeching halt. For many, the uncertainty was paralyzing. But for Luis Fernandez and his partner, it was a call to action. Faced with empty streets and a broken economy, they had to innovate—or give up entirely.

The result? Forysth Fire Escape, a restaurant that flipped conventional dining on its head by using a fire escape as its delivery hub.

Instead of trying to replicate a traditional dining model, Luis leaned into the chaos of the moment. They prepared their food from their apartment kitchen and delivered it using a bucket lowered from their fire escape. What started as a makeshift solution quickly became a symbol of hope, creativity, and grit for their NYC community.

This wasn’t just about feeding people—it was about creating an experience that resonated with the times.

The Magic of the Bucket Delivery System

The bucket delivery system wasn’t just a quirky idea—it became a defining feature of the Forysth Fire Escape brand. It solved the immediate problem of maintaining safety and social distancing while also capturing the imagination of a city starved for connection.

Here’s how it worked:

1. Customers would place their burrito orders via Instagram DMs.

2. Luis and his partner prepared the meals fresh in their small apartment kitchen.

3. The burritos were lowered down in a bucket attached to a sturdy rope to customers waiting patiently below the fire escape.

What could’ve been seen as an absurd concept became a practical and charming solution. This ingenious system showed that limitations can inspire the most creative outcomes.

Navigating Challenges: From Legal Hurdles to Growth Opportunities

As the buzz around Forysth Fire Escape grew, so did the challenges. It wasn’t long before the team received a cease-and-desist notice due to local regulations. Many entrepreneurs would’ve seen this as a dead end, but Luis saw it as just another bump in the road.

Instead of backing down, he adapted. He worked to find ways to comply with regulations while maintaining the creative spirit that had made Forysth Fire Escape a success.

This resilience speaks to a core entrepreneurial truth: every setback is a chance to pivot and evolve. For Luis, the key was staying focused on the bigger picture—serving his community and pushing forward, no matter the obstacles.

Building a Business Rooted in Community

From its very inception, Forysth Fire Escape has been about more than just burritos. For Luis, it was an opportunity to connect with his community in a meaningful way.

The team prioritized sourcing local ingredients, collaborating with neighborhood vendors, and creating an experience that celebrated their NYC roots. By focusing on relationships and authenticity, they built a loyal customer base that felt like an extended family.

Luis’s story reminds us that success isn’t just about what you sell—it’s about the connections you make and the people you serve.

Balancing Art, Business, and Mental Health

Luis is much more than a restaurateur. He’s a designer, painter, musician, and behavioral therapist. Balancing these creative passions with the demands of running a business is no small feat, but for Luis, it’s non-negotiable.

His philosophy is simple: success isn’t about money—it’s about happiness.

By staying true to his artistic and entrepreneurial passions, Luis has found fulfillment beyond traditional definitions of success. However, he’s also honest about the challenges of balancing multiple roles. In the podcast episode, he opens up about the importance of mental health, self-care, and building a support system to navigate the ups and downs of his journey.

3 Lessons from the Forysth Fire Escape Story

1. Failure is the Mother of Innovation
Luis’s story is a masterclass in turning constraints into creativity. The pandemic might’ve forced Forysth Fire Escape to rethink everything, but it also sparked a groundbreaking idea that set them apart.

2. Community is the Foundation of Success
Forysth Fire Escape thrives because it’s about more than food—it’s about people. By focusing on local connections and fostering a sense of belonging, Luis has built a business that resonates deeply with his customers.

3. Define Success on Your Own Terms
Luis’s definition of success—“Wake up happy, and you’re successful”—is a powerful reminder to stay true to yourself. Whether through art, music, or food, he’s living proof that the most fulfilling path is the one aligned with your passions.