Ad Age: Out of bankruptcy and under new ownership, “fresh Mex” restaurant chain Chevys has named Maiden Lane of San Francisco its advertising agency following a review.
The win was the first for the shop, formerly Gardner Geary Coll, since it changed its name to Maiden Lane this summer. Other contenders in the review included Amazon Advertising and Eleven, both San Francisco.
The chain has about 100 Chevys Fresh Mex restaurants, primarily in California and the Western U.S. and nine Fuzio Universal Pasta concept restaurants.
“We loved [Maiden Lane’s] thinking, which focused on branding and the entire customer experience from the parking lot to paying the check,” said Julie Koenig-Browne, vice president of marketing.
Chevy’s problem is that they’re all over places that have good *real* Mexican food. They need to shut down in much of the west and open more in Ohio and Maine.