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Digital Media Opps: Chuy's continues digital focus amid spending increases

Tex-mex chain Waze, paid search, paid social media campaigns and local-based advertising. Execs in its recent earnings call said these initiatives have proven productive and driven brand awareness. Chuy's 2020 marketing spend will be similar to that of 2019, but its approach will be more targeted and strategic. It will focus both on heritage marketing around existing stores and emerging marketing to support new locations. In all markets, we will see an increased use of the aforementioned digital platforms. 

Since Adbeat does not yet report any 2020 digital display spend, Chuy's is probably focusing more on the other digital channels I described; however, digital display spend is definitely on an overall rise. According to Adbeat's estimations, out of the $84.7k the company spent from March 2018-2020, 95% ($80.8k) was spent from March 2019-2020. The majority of recent ads were YouTube videos on youtube.com ($77.2k).

As you can guess from the focus on digital channels and from Chuy's digital display ad placement, the company is doing its best to reach Gen-Z and millennials. Offer paid search, paid social, digital display, OTT, podcast and localized (locations here) space. Its delivery service, Oto, should help as fewer consumers visit actual restaurants in response to the global pandemic.

Agency & martech readers - Since we don't see any major signs of reviews, read elsewhere for now. McKeeman Communications handles PR.