Chevys Fresh Mex® Hires Three Bay Area Agencies for Marketing Duties

CYPRESS, Calif., Jan. 4, 2011 /PRNewswire/ -- Chevys Fresh Mex®, part of Real Mex Restaurants, Inc. ("RMR"), today announced the appointment of three San Francisco Bay Area agencies to make up the marketing team for the brand.  Cakewalk Creative, a branding studio in San Francisco, will provide architectural and decor concepting.  San Rafael based Duke Marketing, LLC will handle public relations and local store marketing and Hub Strategy & Communications, a San Francisco agency, will provide social media, branding, creative development and advertising expertise.

Chief marketing officer, Lowell Petrie who oversees brand positioning and marketing for Chevys Fresh Mex said, "We wanted a team of experts in the Bay Area where Chevys started over 20 years ago and still maintains a 90% brand awareness, to help revitalize the brand."

Founded in 1986 in Alameda, California, Chevys is an ultra-casual, full-service restaurant concept that offers guests an array of freshly prepared Mexican dishes prepared from scratch using only the freshest ingredients served in a fun, relaxing atmosphere. With 64 Company-owned and 23 franchised restaurants, Chevys is a national brand spanning 15 states. Designed to offer a fiesta for the senses, where every experience is fresh, fun and full of flavor, the concept is focused on the execution of its trend-setting Fresh Mex® menu and continuous innovation. Chevys uses a "Fresh Mex®" pledge which underscores the Company's promise that products are made daily from scratch.

"Cakewalk, Duke Marketing and Hub will work together with our Chevys team to develop the next generation of Chevys Fresh Mex," Petrie said.  "The work will debut in early 2011," he continued.

ABOUT CHEVYS FRESH MEX®

Chevys restaurants resemble a Mexican border town cafe or cantina with a vibrant contemporary decor. The concept's menu offers an extensive variety of Mexican dishes, including traditional enchiladas, burritos and tacos, as well as a variety of combination platters. In addition to more traditional Mexican fare, the menu offers innovative items, including the mesquite grilled steak, fresh fish and shrimp fajitas. Chevys also offers a variety of salads and desserts. The theme of every Chevys dish is freshness, a characteristic underscored by the concept's fresh made tortillas which helps create a fun atmosphere for everyone, including families with children, and enhances the concept's broad appeal. Built on a platform of fresh – fresh ingredients, fresh preparation, fresh ideas and fresh personality – Chevys prepares dishes daily from scratch. This commitment to freshness translates into Chevys signature "Seasonal Fresh Fruit" margaritas which change with the seasons. Chevys offers a wide selection of margaritas including its signature Cabo Wabo Rock 'N Rita made with Sammy Hagar's Cabo Wabo Blanco Tequila.  For more information please visit: www.chevys.com.

About Real Mex

Headquartered in Cypress, California, Real Mex Restaurants is the largest full-service, casual dining Mexican restaurant chain operator in the United States with 179 company owned restaurants, 151 in California and an additional 28 in 15 other states. They include 67 El Torito Restaurants, 64 company-owned Chevys Fresh Mex® Restaurants, 30 Acapulco Mexican Restaurants, 8 El Torito Grill Restaurants, 2 Sinigual Restaurants, the Las Brisas Restaurant in Laguna Beach, and several regional restaurant concepts such as Who-Song and Larry's, Casa Gallardo and El Paso Cantina.

Real Mex Restaurants is committed to the highest standards and is dedicated to serving the freshest Mexican food with excellent service in a clean, comfortable and friendly environment. For more information please visit the company's Web site at www.realmexrestaurants.com.

SOURCE Real Mex Restaurants, Inc.