Founded in Austin, Tso Chinese is a delivery and pick-up-first, technology-driven restaurant redefining modern Chinese takeout. Known for its commitment to customer experience, proprietary kitchen platform and commitment to quality and community, Tso has grown into a local favorite while maintaining a strong social mission through its Tso Giving initiative. The brand operates multiple Austin locations and continues to expand its footprint with future growth planned across Texas.
As Tso Chinese continued to expand across Central Texas, the team partnered with Resplendent to elevate awareness around its newest Menchaca location and reinforce Tso’s reputation as Austin’s go-to modern Chinese brand. The challenge was twofold: drive attention for a returning concept in an increasingly crowded fast-casual space while spotlighting its tech-forward, community-first story in a way that resonated with both local and regional media.
Resplendent crafted a strategic six-month PR campaign centered on storytelling, community activation and consistent local visibility. The campaign kicked off with a targeted media and influencer launch for Tso’s Menchaca opening, followed by an AAPI Heritage Month collaboration with Purple Rice that highlighted the brand’s commitment to uplifting other Asian-owned businesses. The team executed high-impact media placements, including segments with Studio 512 and FOX 7 Austin, and curated influencer partnerships with notable Austin creators. Community initiatives, including a ribbon-cutting with the Greater Austin Chinese Chamber of Commerce, school outreach and partnerships with local organizations, further deepened Tso’s neighborhood presence.
