Joe’s Crab Shack Celebrates Gulf Coast Roots with New Brand Direction

HOUSTON--(BUSINESS WIRE)--Joe’s Crab Shack unveils its updated brand positioning, focused on promoting and sharing the food, culture and lifestyle of the Gulf Coast region with the whole country. The new approach celebrates Joe’s authentic Southern roots while remaining true to its commitment to offer guests the best seafood available from the highest quality sources.

“We want to share these great flavors and Joe’s brand of Southern charm with our loyal customers throughout the country.”

The new campaign, featuring the tagline “100% Shore,” debuts today on cable outlets and online and embodies the company’s new direction aimed at sharing the Southern seaside experience. Primarily filmed in Galveston, Texas, the communications showcase elements of the traditional Gulf Coast seafood culture on which the concept is based – seafood shacks, crabbers with their boats bringing in a fresh catch, slowed-down seaside state of mind, homemade signs and, of course, Joe’s authentic seafood offerings.

“Joe’s was born on a trip along the Texas coast,” said Ignite Chief Marketing Officer Robin Ahearn. “We’ve expanded the concept to include a wide variety of high-quality seafood from the best sources around the U.S. and the world. The new advertising campaign and our new menu items take us back to our roots, the Southern coast’s relaxed, laid-back way of life.”

Brought to life by McCann Erickson, New York, named agency of record for Joe’s Crab Shack last November, the new brand direction will incorporate all aspects of marketing and operations. Additional campaigns playing to this theme will be unveiled throughout the year.

Seasonal menu promotions will reflect Joe’s roots on the Gulf shore, including its “Third Coast” menu promotion, beginning today through May 19. Featured items include a new flavor of Joe’s favored menu item – the Spicy Citrus Steampot – served with a kick of straight-from-Louisiana Tabasco®. Additional featured items include a Third Coast Platter with blackened redfish from the Gulf and Joe's Stuffers, which are clam shells filled with a made-from-scratch scallop, shrimp and clam seafood stuffing. Featured drinks such as Southern Spiked Tea also reflect Joe’s heritage.

“The Gulf region is growing so rapidly in population and influence,” said Ahearn. “We want to share these great flavors and Joe’s brand of Southern charm with our loyal customers throughout the country.”

About Joe’s Crab Shack

Founded in Houston, Texas, in 1991, Joe’s Crab Shack brings its fresh seafood, authentic flavors and Southern flair to more than 130 locations in 31 states. Joe’s menu is “100% Shore,” featuring more than 25 crab items in addition to fish, lobster, mussels, clams and shrimp. The company supports causes in every neighborhood it serves and is a national partner in Share Our Strength’s No Kid Hungry® Campaign, which is working to end childhood hunger in America by 2015. Joe’s is a member of the Ignite Restaurant Group (NASDAQ:IRG) portfolio of restaurants. For more information go to www.joescrabshack.com.

About Ignite Restaurant Group

Ignite Restaurant Group, Inc. (NASDAQ: IRG) owns and operates two restaurant brands, Joe's Crab Shack and Brick House Tavern + Tap. Each brand offers a variety of high-quality, chef-inspired food and beverages in a distinctive, casual, high-energy atmosphere. Joe's Crab Shack and Brick House Tavern + Tap operate in a diverse set of markets across the United States. Joe's Crab Shack operates 130 restaurants in 31 states and Brick House Tavern + Tap operates 15 restaurants in 9 states.