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Chuy’s Tex-Mex is a true Austin original. From humble beginnings in 1982 on Barton Springs Road in an abandoned Texas barbecue joint, Chuy’s built its brand on a unique and consistent approach to Tex-Mex — one that focuses on fresh, from-scratch food, friendly service and a wonderfully quirky vibe.


Having grown to more than 100 restaurants and 19 states (and counting), Chuy’s turned to Hiebing to help refine and amplify its brand story with strategic messaging and creative. The team crafted a positioning that shines light on a brand with a big, off-beat personality, prioritizing Chuy’s differentiators to best reach the target: a distracted, modern-day social diner. The portability of the creative across all media — from traditional to digital to social to in-restaurant — allows flexibility to speak authentically to long-time guests in Texas as well as first-timers in the Chicago suburbs. The work has helped drive sales across the system with Q1 2019 comps up 3.2%, the highest in three years.


See y’all at Chuy’s.



menu redesign

out of home

social video