General Tso’Boy Cooking Up Innovative Food Creations in Austin

True Treps are following their dreams and taking risks to create innovative companies. To capture these visionaries, Elliot Productions, a division of The Elliot Group, is traveling across the country to document the entrepreneurs who are making an impact on our industry, capturing not only their unique visions, but also their personal and professional journeys. The passion, creativity, risks, and, surprises – come be inspired with us as we meet the people behind the emerging brands: the True Treps.

General Tso’BoyIn this episode of “True Treps”, we meet Gary and Jessica (Jess) Wu, the founders of General Tso’Boy. Based in Austin, Texas, General Tso’Boy is a modern twist on American Chinese take-out. The restaurant is named after its most popular dish, the General Tso’s Chicken Po Boy: two pieces of fluffy French bread filled with General Tso’s Chicken. While Gary and Jess have very similar interests, their skillsets are quite different. Gary manages the kitchen and finances; Jess runs all creative, marketing, and front of house efforts.

Gary and Jess originally introduced General Tso’Boy at the Long Island City Flea & Food Market in New York City. However, they decided to open their first brick and mortar in one of the fastest growing food cities in the U.S.: Austin.  “A lot of what you eat here is tacos, barbecue, Tex-Mex,” Jess says.  “It was really this opportunity for us to bring something new to people who were open and accepting of a different kind of concept.”

For over thirty years, The Elliot Group has remained the nation’s leading retained executive search and strategic consulting firm to the food service, hospitality, manufacturing, and retail industries. Given The Elliot Group’s leadership role in various industries,  they have always been committed and on the leading edge of sharing the stories of many of today’s positive activists and innovators.

Under the direction of former television news producer Eric Herbst, Elliot Productions’ True Treps series is uniquely positioned to understand and profile the fundamental challenges that entrepreneurs and organizations face at every stage of the business lifecycle. True Treps brings a deep understanding of the motivations and talents of individual leaders and the great companies they are building.   

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