P. Terry's Burger Stand
PR, Brand Strategy + Social Media
Media Relations, Brand Strategy, Creative Strategy, Social Media Strategy, Content Development
P. Terry’s Burger Stand partnered with The Southern Influence for integrated public relations, brand strategy and social media management during a pivotal period of growth. Serving as an extension of the internal marketing team, TSI helped the beloved Austin restaurant navigate expansion to 22 Texas locations, multiple leadership transitions and the COVID-19 pandemic while building recognition alongside the nation’s leading fast-casual restaurant brands.
Turning Brand Values Into National Stories
Working directly with the P. Terry’s leadership team, TSI developed a media relations strategy rooted in the company’s people-first culture and distinctly Texas identity. We transformed initiatives including paid time off to vote, a company-wide $15 minimum wage and zero-interest employee loans into timely, nationally relevant stories. By connecting authentic brand actions with larger cultural conversations, TSI secured earned media coverage from the Associated Press, CNBC, Forbes, Inc., Business Insider and other major outlets. Our work also helped land one of the brand’s most memorable headlines when Southern Living named P. Terry’s “America’s Best Burger Chain.”
Building a Texas Brand, One Story at a Time
TSI supported restaurant openings, menu launches, Central Texas expansion, out-of-home advertising and collaborations with iconic Texas brands including H-E-B and Stubb’s Bar-B-Q. Each campaign was designed to strengthen P. Terry’s position as an Austin original while introducing the company to new audiences across the state and nationwide.
Social Content with Community at It's Core
TSI developed and managed P. Terry’s social media creative across Instagram, Facebook and Twitter, building an active digital community around the people and personality behind the brand. Content supported Giving Back Days, Endless Summer giveaways, the Crispy Chicken Burger launch, the Great Shake Debate, limited-edition menu items and the company’s expansion into San Antonio. Across public relations, brand storytelling and social media, our goal remained the same: create a recognizable culture grounded in employees, community involvement and genuine Texas hospitality. Explore more of TSI’s integrated creative production and brand services.
