A Tex-Mex Restaurant with a Twist
Since 1982, Chuy’s Restaurant—founded in Austin, Texas—has been redefining what it means to be an “authentic Tex-Mex” spot. From their quirky “Chuy’s Fine Tex-Mex” signage to their hilarious and highly shareable social media, Chuy’s has mastered the art of restaurant marketing that works.
Their Instagram is a treasure trove of memes, seasonal posts, and cultural commentary that keeps their audience entertained and coming back for more. Let’s dive into what makes them so successful—and how you can learn from their strategies.
Table of Contents
- How Chuy’s Excels at Restaurant Marketing That Works
- Key Takeaways from Chuy’s Restaurant
- Three Things You Can Do Right Now
- Restaurant Marketing that Works Like Chuy’s?
- FAQs for Restaurant Owners and Hospitality Businesses
How Chuy’s Excels at Restaurant Marketing That Works
Chuy’s isn’t just about great queso and tacos—they’re about creating an online vibe as fun as their in-person dining experience. Posting 3–4 times a week, their content mixes humor, relatable scenarios, and trend-driven ideas, all while staying true to their playful brand.
1. Humor on the Menu: Why Relatable Wins 🌮😂
Chuy’s knows how to make their followers laugh—and laugh often. Their posts tap into universal truths with a Tex-Mex twist.
From parodies of viral trends to them taking the piss out of their guests, they do it all.
Images courtesy of @chuysrestaurant on Instagram.
These posts are quick, clever, and insanely shareable, proving that relevance + humor = restaurant marketing that works.
2. Seasonal Content: Tacos for Every Occasion 🌞❄️
Chuy’s embraces the seasons with open arms (and queso):
- Summer Heat Hacks: Posts featuring refreshing drinks for every scorching day in Austin.
- Christmas Cheer: Holiday-themed tacos and festive cocktails.
By staying attuned to what’s happening in their area and culture, they make their content timely, engaging, and personal to their audience.
Images courtesy of @chuysrestaurant on Instagram.
3. Staff Cameos: Fun for the Team, Fun for the Audience 🎥🙌
Chuy’s sets themselves apart by featuring their staff in videos that feel natural and, above all, fun. Whether it’s sharing appetizer plates with a server or showcasing a staff member acting out a funny trend, the posts make it clear that the employees are part of the brand’s personality.
Why this works:
- Employees feel included and celebrated
- Audiences love the authentic, human touch
- Plenty of guests will be friends of the staff–and love this content even more for it
If your staff isn’t comfortable on camera, consider involving local influencers or volunteers from the community to bring your videos to life.
Key Takeaways from Chuy’s Restaurant 🌟
- Humor Is Universal: Playful, relatable content connects with people, whether you’re a casual eatery or a high-end restaurant.
- Timeliness Matters: Tying content to seasons, holidays, or cultural moments makes posts more engaging and relevant.
- It’s Not About Perfection: Chuy’s content isn’t overly polished—it’s about fun and authenticity. A little imperfection makes your brand approachable.
- Involve Your Team: When staff are involved in social media content, it strengthens your brand’s personality and boosts team morale.
✅ Three Things You Can Do Right Now 🚀
1️⃣ Get Funny: Look at Chuy’s Instagram for inspiration, then brainstorm humorous ways to showcase your menu, guests, or even yourself. Don’t overthink it—sometimes the simplest jokes land the best.
2️⃣ Think Seasonal: Create posts tied to upcoming holidays, local weather, or community events. Even a simple Canva graphic can do the trick!
3️⃣ Feature People: Whether it’s your staff, local influencers, or guests, adding real faces to your content makes it more relatable and engaging.
Restaurant Marketing that Works Like Chuy’s? 🌮✨
Inspired by Chuy’s success with restaurant marketing that works? Whether it’s adding humor, staying seasonal, or involving your team, there are plenty of strategies to learn from.
Need some tips for your hospitality marketing plan in general? Then check out this post. And for some helpful social media tricks, this one may be helpful.
Sign up for our newsletter, and we’ll help you craft fun, shareable posts that grow your brand—no queso required! 📬
FAQs for Restaurant Owners and Hospitality Businesses
1. How can I incorporate humor into my social media without it feeling forced or off-brand?
If humor isn’t your strong suit, ask your team for help—someone on staff might have the knack for witty captions or funny ideas. You can also find inspiration by studying similar restaurants in different locations and adapting their humor to fit your brand.
2. What are some easy ways to make my restaurant’s content more shareable and relatable?
Create posts that directly involve your audience. Examples include:
• “Which of these dishes reminds you of your best friend?”
• “Pick your birthday month for a drink!”
Clear calls-to-action make content more engaging and encourage sharing.
3. How do I encourage my restaurant staff to participate in videos or social media content?
Make it fun and involve your staff in the creative process. Incentives like bonuses or recognition can also motivate participation. Start small and gradually build their comfort on camera.
4. Do I need to post several times a week to get good engagement on my restaurant’s Instagram?
Not at all. Focus on quality over quantity. Only post when you have meaningful, engaging content, or when you need to share important updates like new menu items or holiday closures.
5. If my restaurant is more upscale, how can I use humor without compromising the perception of luxury?
Use subtle, sophisticated humor—think clever wordplay or references that resonate with your target audience. The key is to align the humor with the tone of your brand.
6. Should I invest in restaurant influencer collaborations if my team isn’t comfortable on camera?
Influencers can be a great solution if your team prefers to stay behind the scenes. Alternatively, consider using local talent or loyal customers to create authentic content on your behalf.
