Gen-Z Opps: Chuy's digital spend skyrockets as locations re-open

As its restaurants start re-opening, Tex-Mex chain Chuy's is resuming its digital marketing efforts. Sellers should get in touch soon to secure last-minute ad dollars for the rest of 2021.

According to Pathmatics, Chuy's has spent roughly $184.3k on digital ads YTD, skyrocketing from the roughly $500 it spent in all of 2020. The chain's estimated full-year 2020 spend ($500) reached a mere sliver of that of $220.9k in 2019. So far this year, Chuy's has earned around 27.6m digital impressions, 100% via Instagram ads.

Of course, spend will continue climbing as the company refocuses more strongly on digital marketing initiatives. Since Chuy's is primarily targeting Gen-Z via Instagram advertising right now, it may expand into additional digital channels such as OTT and/or podcast. The company is also broadening its physical footprint; leaders hope to open 4-6 new locations in 2021. Thus, you may also benefit from offering local ad space around its restaurants.

Agency & martech readers - Focus your attention elsewhere for now; Chuy's shows no major signs of upcoming reviews. KSM South and Hiebing currently split its creative, media and PR AOR duties.