What started on February 3 with a simple bite of a burger by McDonald’s CEO Chris Kempczinski launched a national burger competition among CEOs across America.
Patrick Terry, co-founder and CEO of Austin, Texas-based, family-owned P. Terry’s Burger Stand, took a different approach to the challenge by offering 10 guests the chance to join him for lunch instead of simply watching him eat on social media.
As a result, the post garnered more than 25 million views across platforms. The catch? The CEO didn’t take a single bite and operates just 37 locations, far fewer than many of the industry giants it outperformed.
The invitation sparked a major increase in traffic for a company that was already experiencing tremendous growth. Since the video was published, restaurant traffic has increased 29.5%, and the post has generated well over 100,000 comments from viewers around the world.
“We’ve been blown away by the response,” Terry said. “Social media wasn’t always a big part of our strategy, but over the last year or two, it’s become an incredibly effective way for us to connect with people in an authentic way. We’re grateful and humbled by the support, and it’s been exciting to see that momentum carry over into real restaurant performance as well.”
Since founding the business in 2005, Patrick, and his wife, Kathy, have built P. Terry’s by doing things differently: serving high-quality food at industry-leading prices while emphasizing the importance of giving back to the community. That approach continues to resonate with guests across Texas as the family-owned brand grows throughout Central Texas and expands into the San Antonio & Houston areas.
