Chuy’s brings its fresh Tex-Mex food, its party attitude — and its cult following — to Knox

Gay Lyons poses with Chuy the Redfish, the company mascot, last night at the Redfish Rally. (When my husband, Alan, is not around, it usually falls to Gay to do the crazy poses!)

Gay Lyons poses with Chuy the Redfish, the company mascot, last night at the Redfish Rally. (When my husband, Alan, is not around, it usually falls to Gay to do the crazy poses!)

Some restaurants truly have a cult-like following. That is true for two great new Moxley Carmichael restaurant clients: Tupelo Honey Cafe, based in Asheville and opening on Market Square in September, and Chuy’s, a fun Tex-Mex eatery based in Austin and opening July 31 in west Knoxville.

The folks at Chuy’s, which has quite a local following due to its four Nashville-area locations, like to have what they call a “Redfish Rally,” which is a pre-opening party, about six weeks before they officially start serving customers. That fun event was last night in a big tent in the parking lot of the restaurant at 9235 Kingston Pike.

The big deal about Chuy’s is that everything is fresh. Seriously. They put freezers in their locations, but the freezers contain only two items: French fries for the kids’ meals and push-up ice cream pops for the kids’ meals. Everything else is made from scratch.

Tortillas are hand rolled — that’s why they aren’t always perfectly round. Whole chickens are roasted and the meat is pulled from them by hand for use in the burritos, tacos, enchiladas and other dishes. Salsa fresca is made every hour from fresh vegetables. Anaheim peppers are fire-roasted overnight every night. And seven sauces are made fresh every day. Well, you get the picture.

One of the sauces — creamy jalapeno sauce — has its own cult following and its own Facebook page with almost 26,000 fans (including me!). And — get this — Chuy’s had nothing to do with starting this page. It was started by customers. Many of the posts are about trying to figure out the recipe. “Nobody’s gotten it yet!” laughed one Chuy’s insider last night when we were talking about the phenomenon. Click here to go to that page.

City Councilman Duane Grieve made the scene of the Redfish Rally.

City Councilman Duane Grieve made the scene of the Redfish Rally.

When the folks at Chuy’s hired us a few weeks ago to help with their Knoxville launch, they insisted that our account executive assigned to them, the amazing Lauren Christ, take a field trip to Nashville to truly become immersed in the Chuy’s culture. It did not hurt that Lauren already was a big Mexican food and margarita fan. “Tell her to wear stretchy pants,” the Chuy’s marketing manager, Hilary Delling, warned. “She’s going to be sampling a lot of food!”

Lauren came back to the office the next day wearing a Chuy’s t-shirt and preaching the Chuy’s gospel! She had tasted tons of dishes (and beverages!) and had witnessed for herself how everything truly is made fresh in-house. “When they say the margaritas are made with fresh lime juice,” she said, “it means they squeeze the limes themselves!” Wow, that’s a lot of limes!

Because everything is made from scratch, a Chuy’s restaurant requires more employees than some other eateries. The Chuy’s in Knoxville will need 170 employees when it opens. If you know of someone who might like to work there, a hiring trailer will be on site staring June 18 for folks to apply in person Monday through Saturday from 8 a.m. until 5 p.m.

This cute miniature donkey made the scene, too!

This cute miniature donkey made the scene, too!

Some other great news about Chuy’s: they believe in being involved in the community. They have selected the Shangri-La Therapeutic Academy of Riding (STAR) to be the beneficiary of their grand opening activities. STAR folks were at the Redfish Rally last night with some adorable miniature donkeys and a miniature horse.

And look for Chuy’s folks at Bark in the Park this Saturday evening on Market Square. They will be staffing a booth where you can pay $10 to have your dog’s picture taken. The photos will be framed and placed on Chuy’s “dog wall,” a display of customers’ pets that is traditional in many Chuy’s locations. Proceeds from that will benefit the Humane Society of the Tennessee Valley.

Biggest question last night? Why is the restaurant called Chuy’s? We were told that the original owners went to Mexico to do research and they kept hearing folks say, “Hey, Chuy!” They found out that the term means “buddy” or “pal.” So that’s what they named their friendly new Tex-Mex concept. That was 30 years — and 30 Chuy’s — ago!

Well, I could go on and on. There are so many unique things about Chuy’s — and each Chuy’s restaurant is different. That’s why they have a saying: “If you’ve seen one Chuy’s, you’ve seen ONE Chuy’s.” So go see this one! Starting July 31.

The folks staffing the margarita stand were busy all evening! Some folks even topped their margaritas with a splach of fresh sangria. Cool idea.

The folks staffing the margarita stand were busy all evening! Some guests topped their margaritas with a splash of fresh sangria. Cool idea.

About 150 folks, many of whom won their invitation by being a fan of Chuy's Knoxville on Facebook, came to the Redfish Rally. If you haven't liked Chuy's Knoxville, yet, do it. More surprises are in store.

About 150 folks, many of whom won their invitation by being a fan of Chuy's Knoxville on Facebook, came to the Redfish Rally. If you haven't "liked" Chuy's Knoxville on Facebook yet, do it. More surprises are in store.

Jack and Jackie Brundige

Jack and Jackie Brundige

From left, Drew Wells, Natalie Lester and Jordan Culp

From left, Drew Wells, Natalie Lester and Jordan Culp

County Commissioner Ed Shouse and his wife, Lisa. Ed was still recovering from the harrowing county budget vote. Lisa said she has never seen him so stressed about a County Commission vote.

County Commissioner Ed Shouse and his wife, Lisa. Ed was still recovering from the harrowing county budget vote. Lisa said she has never seen him so stressed about a County Commission vote.

R.L. Pope and Freddi Birdwell. Freddie works for Catholic Charities and says when she brings R.L. to a work event, she loves to take him around and say, "I'm dating the Pope!"

R.L. Pope and Freddi Birdwell. Freddie works for Catholic Charities and says when she brings R.L. to a work event, she loves to take him around and say, "I'm dating the Pope!"

Chips topped with four different Chuy's sauces -- including cream jalapeno -- were offered.

Chips topped with four different Chuy's sauces -- including creamy jalapeno -- were offered.

John Korman, area supervisor for Chuy's, holds one of the trademark wooden fish. Hundreds of these hang from the ceiling of each Chuy's. For 30 years, they have been hand carved by the same Mexican family.

John Korman, area supervisor for Chuy's, holds one of the trademark wooden fish. Hundreds of these hang from the ceiling of each Chuy's. For 30 years, they have been hand carved by the same Mexican family.

Here's another one of them.

Here's another one of them. Cute, huh?

Phyllis and Jim Nichols

Phyllis and Jim Nichols

Bart Weaver and Jim Landreth

Bart Weaver and Jim Landreth

Ranee Randby and Gil Minor, the owner/operator and general manager of Chuy's Knoxville.

Ranee Randby and Gil Minor, the owner/operator and general manager of Chuy's Knoxville.

Carmen and Harold Hicks

Carmen and Harold Hicks

Frank Biller, vice president of operations of Chuy's, told the crowd, "This is not your daddy's Tex-Mex!"

Frank Biller, vice president of operations of Chuy's, told the crowd, "This is not your daddy's Tex-Mex!"

A true multi-tasker! Hilary Delling, marketing manager for Chuy's, saw a line forming at the margarita stand so she grabbed a tray and expedited the process. Now that's good marketing!

A true multi-tasker! Hilary Delling, marketing manager for Chuy's, saw a line forming at the margarita stand so she grabbed a tray and expedited the process. Now that's good marketing!

Dr. Michael Blackwell of Young-Williams Animal Center and Moxley Carmichael's Lauren Christ.

Dr. Michael Blackwell of Young-Williams Animal Center and Moxley Carmichael's Lauren Christ.

Kathy Darnell, left, and Brenda Tackett

Kathy Darnell, left, and Brenda Tackett

Gary and Julia Bentley

Gary and Julia Bentley

Bob Winkel, left, and Steve Merrell of Eagle Distributing (the Budweiser people). The folks from Cherokee Distributing (Miller people) were there, too, but got away before I could get a picture. This means we'll be able to get any kind of beer we want at Chuy's, right? Both Eagle and Cherokee distribute scores of other beers, as well, by the way.

Bob Winkel, left, and Steve Merrell of Eagle Distributing (the Budweiser people). The folks from Cherokee Distributing (Miller people) were there, too, but got away before I could get a picture. This means we'll be able to get any kind of beer we want at Chuy's, right? Both Eagle and Cherokee distribute scores of other beers, as well, by the way.

Emily Campen, left, and Mickey Mallonee

Emily Campen, left, and Mickey Mallonee

Some great Moxley Carmichael folks, from left, Amy Foster, Julia Gardial and Andrew Tanker

Some great Moxley Carmichael folks, from left, Amy Foster, Julia Gardial and Andrew Tanker

Another Chuy's trademark is a room with a ceiling that is covered with hubcaps! Ha.

Another Chuy's trademark is a room with a ceiling that is covered with hubcaps! Ha.

Special "Rocky Taco" t-shirts were made just for Chuy's Knoxville. Love the Smoky Mountains as the "lettuce" and the Sunsphere poking out!

Special "Rocky Taco" t-shirts were made just for Chuy's Knoxville. Love the Smoky Mountains as the "lettuce" and the Sunsphere poking out!

The News Sentinel’s Carly Harrington had a great story about Chuy’s, Tupelo Honey Cafe and some other restaurants opening soon in Knoxville. Click here for that.

Filed under: Business, Events, Food, Knoxville. Bookmark the permalink.

10 Responses to Chuy’s brings its fresh Tex-Mex food, its party attitude — and its cult following — to Knox

  1. Annette Winston, on June 7th, 2012 at 1:28 pm said:

    Hate to ask what may be a stupid question, but how do you say it? Is it “chew-ees”?

    And how does one get on those invite lists for openings? Cowabunga!

  2. Cynthia Moxley, on June 7th, 2012 at 1:33 pm said:

    Yes, that’s the correct pronunciation. Chuy’s gave a bunch of invites to the Redfish Rally away through Facebook. There will be more fun things coming up. Just go to the Chuy’s Knoxville Facebook page and hit ” like” to be in the know – and in the running!

  3. Gay Lyons, on June 7th, 2012 at 1:39 pm said:

    Annette–It’s pronounced like “chewy’s.” The creamy jalapeno sauce was awesome. I can see why it has such a following. It was my favorite of the four things we tried. The guacamole was great, too. Mox–I know why you invited me to ride with you. You needed someone to pose with the fish. I didn’t mind–very cute mascot. Liked the matching turquoise sunglasses and shoes.

  4. Christi Branscom, on June 7th, 2012 at 2:15 pm said:

    WOW! Couldn’t get by event but looks like a great one! I had no idea about this concept -everything fresh!!! Can’t wait!

  5. Cynthia Moxley, on June 7th, 2012 at 2:20 pm said:

    Gay: I truly appreciate you! One day we should pull together all your photos from The Blue Streak! It would be an interesting chronicle of your life! Thanks again!

    Christi: i’m seeing future meetings there!

  6. Carole Martin, on June 7th, 2012 at 2:22 pm said:

    Cynthia-I had to arrive and leave early, so I missed you. However, I had a delightful conversation with Lauren & Hilary; they are two dynamic and energetic young ladies! No wonder it was such a great event (the margaritas & queso didn’t hurt either)!

  7. Regina Dean, on June 7th, 2012 at 2:44 pm said:

    I’m so disappointed — thought I’d be back from Nashville in time to go, but got back to K’town later than I had planned. Sounds like I missed a great time! Can’t wait til it opens!!

  8. Cynthia Moxley, on June 7th, 2012 at 2:50 pm said:

    Carole: Sorry I missed you!

    Regina: Let’s meet there after it opens!

  9. Mickey Mallonee, on June 7th, 2012 at 8:38 pm said:

    I’ll be there on July 31!! and many days after. It is great. Best tortilla chips I have had in Knoxville. So thin and crispy!!

  10. Cynthia Moxley, on June 7th, 2012 at 9:25 pm said:

    Mickey: I agree. Let’s go together!

Leave a Reply