Market Overview

Chuy's Engages Kelly Scott Madison and Hiebing to Partner as Marketing Agencies of Record

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Austin-based Tex-Mex restaurant group hires firms to amplify its
brand story across markets

Chuy's
Holdings, Inc. (NASDAQ:
CHUY)—the Austin-based Tex-Mex restaurant
concept known for its made-from-scratch dishes and fun-loving
atmosphere—today announced that Kelly
Scott Madison (KSM)
and Hiebing
have been selected as their partner agencies of record. Chuy's will work
with KSM and Hiebing to further its brand awareness and affinity across
markets through a strategic approach that combines a strong media
presence with creative and compelling brand storytelling.

Founded in 1982, Chuy's has grown significantly in recent years,
expanding from 12 to 97 restaurants since 2008. Being on the cusp of
opening its 100th store, the company was seeking an agency of
record to help elevate its brand, the pillars of which are fresh,
scratch-made food, hospitality and affordable price points.

"As we have rapidly expanded our store base during the past decade, we
have been embraced by our new communities, because people love our
homemade food, value and commitment to the local neighborhood," says
Ashley Ingle, Chuy's VP of Marketing. "As we continue to grow, it is
imperative that we elevate our marketing initiatives. We are convinced
that KSM and Hiebing are the right partners to help us share our story
and build on our great reputation."

KSM and Hiebing will handle brand positioning, creative campaign
development, paid media planning and management for all touchpoints
including digital, radio, out-of-home, sponsorships and promotions, as
well as national public relations and social media content development.

Beyond an understanding of Chuy's successful history and the company's
longer-term goals, Chuy's selected KSM and Hiebing for their track
record of success and creative portfolio of work with other regional and
national brands. Chuy's also valued the fact both agencies have offices
in the heart of its hometown, allowing them to fully grasp and
appreciate the ways Austin has shaped and continues to inspire the
restaurant brand still today.

About Chuy's

Founded in 1982 in Austin, Texas, Chuy's serves authentic Tex-Mex food
in an eclectic atmosphere full of color and personality. The menu offers
family recipes from South Texas, New Mexico and Mexican border towns,
all made to order from the freshest ingredients. Chuy's has the
reputation as the most fun and friendly spot to eat real Tex-Mex at a
great price. To learn more or find a Chuy's location near you, visit www.chuys.com
or www.Facebook.com/Chuys.Restaurants.

About Kelly Scott Madison

KSM is a leading media marketing agency that delivers results through
original solutions. Our staff stays attuned to the latest industry
trends, eager to provide clients with the next business-transforming
insight. From experienced professionals to fresh minds, everyone at KSM
shares the distinct desire to deliver innovative solutions that go
beyond the expected. To find out how KSM helps solve the toughest brand
challenges, visit www.ksmmedia.com,
or connect with us on Facebook,
Twitter,
Instagram
and LinkedIn.

About Hiebing

Named 2015 Small Agency of the Year—Midwest Region by Advertising Age,
Hiebing is a full-service marketing communications agency with offices
in Madison, Wisconsin, and Austin, Texas. In addition to its expertise
in branding, content development, public relations, social media,
digital marketing and media planning, Hiebing acquired Fountainhead
Brand Consulting in 2015, which is a wholly owned subsidiary focused in
the areas of brand strategy and consumer research. Hiebing's client
roster includes well-loved and venerable brands like Culver's, Doctors
Without Borders, Summit Credit Union, Grand Hyatt San Antonio, Christian
Brothers Automotive, Organic Valley, Toppers
Pizza, Fiskars, Schneider and now Chuy's. Learn more about how the
agency inspires brand devotion at www.hiebing.com.

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