Chuy’s is Coming to the Metro
The original Chuy's in Austin. A new location will soon open in Norman.
Tex-Mex purveyors beware, a juggernaut is coming from south of the border that will force you to either adapt or disappear.
And that juggernaut is called Chuy’s Fine Tex-Mex.
Anyone who knows me is aware that it’s difficult for me to enter a chain restaurant without holding my nose, but that’s not an absolute rule. Especially when it comes to the restaurant that saved Tex-Mex.
As a youngster growing up in Austin, Tex-Mex cuisine had, for all intents and purposes, run its course. The way of El Chico had proven a money could be made with recipes dumbed down and depleted by cheaper and cheaper ingredients. Buckets of beans and rice with a cheesy, greasy glob of what passed for enchiladas had become the norm, despite only a distant relationship to the root recipe.
Hubcaps adorn the ceiling at Chuy's restaurants.
But that alone isn’t a bad thing. Evolution is the way of things. However, what was being passed off as Mexican food in the late 1970s had turned the term Tex-Mex into a four-letter word that ended in u-c-k and started with y.
When Chuy’s opened in the early 1980s, the idea was to celebrate chili gravy, cheese enchiladas, crispy tacos and chili-bathed tamales and chiles rellenos. Instead of black wrought-iron grate work, red Naugahyde booths, sombrero-wearing guitarists and oversized votive candles, Chuy’s was adorned with papier-mache fish, hubcaps, and Elvis paraphanalia. The music was modern, the only thing cooler than the vibe was the margaritas. Starting in a tiny spot near Zilker Park on Barton Springs Road in Austin, the competition took notice — especially as the lines out the door at Chuy’s grew and expansion followed. Today, the original Chuy’s is in the same spot, which used to be a forgotten strip of road that connected the city park to the main artery that is S Lamar, and is the centerpiece of a hipster wonderland surrounded by trendy shops, restaurants and the Whole Foods of convenience stores.
A chile relleno from Chuy's.
Chuy’s is now a Tex-Mex dynasty with other concepts like Shady Grove and Hula Hut on their roster. What does it mean to the metro? At first glance, I’m it’ll have a Whole Foods effect on local Mexican restaurants. Just as local grocers had to up their collective game when Whole Foods arrive, so too will local cafes specializing in Mexican or Tex-Mex fare. This is not to say Chuy’s will serve the best Mexican food in town. But it will probably be the best Tex-Mex in town, and there are few enough folks who discern between the two that it will likely have a large ripple effect.
Fajitas at Chuy's.A chile relleno from Chuy's.
For places that already have good food, it’ll simply mean investing more in the decor and the bar. For those with mediocre food, it’ll be time to ramp up the menu, improve ingredients and take a step forward to distinguish themselves or look at a new career path.
Michael Hatcher, vice president of real estate and development for Chuy’s, said the Tulsa store will open on Valentines Day, and that their first site on the Western side of the state is under construction inNorman in the former Santa Fe Cattle Co, 760 Interstate Drive. Hatcher said the Norman location should open late spring or early summer and additional sites in Oklahoma City are being sought, but nothing is firmed up at this time.
Have you been to Chuy’s? What did you think? Are you excited to see it coming to town or do you think it’ll just clutter up the landscape.
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Comments
A word to the wise, don’t put a straw in the margarita shaker, no matter how tempting. 
This may be a good enough reason to actually go to Norman.
I will pass Ted’s Cafe is far superior to this Texas repackaged Tex Mex. BTW Ted’s is local to Oklahoma.
I can’t wait for this place to open! I’m even more excited that this means my Longhorn friends will visit my lovely hometown. I also hope that folks will follow the 2 margarita rule. I’ve seen those things make smart people really silly!
In a city where you can’t swing a dead cat without hitting some type of taco shack, the notion of one more option doesn’t thrill me.
BTW, Ted’s used to be a favorite of my wife and me until they sold out to Hal Smith, doubled the prices, and nearly halved the portions. Alfredo’s down in Moore and in Mustang are much better options and reflect that old Ted’s feel and quality without the absurd prices or skimping on the portions.
Sorry, hit the enter button too early. #2. Lived in TX for a long time. #3. Very disappointed in most Okie-Mex restaurants. #4 Chuy’s is the real deal and a game changer.
I have also been to the original Chuy’s in Austin, the original Chili’s in Dallas, the original On The Border in Dallas, the orignal Black Eyed Pea in Dallas and many other “originals”. Like you, I loved the original Chuy’s but I fear they are going the way of the others I mentioned. None of those chains are even close to the “originals” in menu, quality or innovation. The real food is in restaurants that are locally owned and operated! Taco Vaca is one you’ve never heard of serving real authentic food at a dump on the south side. Muy delicioso!
Chuy’s is very average food and does not even compare to the quality of Ted’s . I give them less than a year as they are an “AUSTIN” based chain competing with an Oklahoma staple like Ted’s. It’s hilarious how people just jump on a new restaurant . Chuy’s is all hype and very low quality
!Yay for Chuys making taking a step into Okie territory! I’m sure the quality and freshness of their food will be overwhelmingly apparent to all established customers, as well as the new fan-base they’ll receive. Sticking true to the roots the company was founded on while maintaining high quality and consistency is one of Chuys main goals. Sounds to me like this “Ted’s” might be wearing Texas size boots and begin to be shaking in them. All is fair in a good restaurant battle – may the best one win; as i’m positive it’ll be longer than Shawn’s “guesstimated” year.
BTW, as per Ted’s menu – you can get “sour cream sauce” at any Mexican restaurant.
Alfredo’s in Moore & Mustang sounds worth giving a shot. Thanks for the input!
LOVE Chuy’s!! So excited the first one in OK will be in Tulsa! My sister lives in Austin and we never leave before a trip to Chuy’s – and we always go to the original one. Can’t wait for Chicka Chicka Boom Boom without the 8 hour drive!!
I’m a Ted’s fan but I’m very excited to see Chuy’s coming to Norman… Their Tres Leche cake is fantastic!
Shawn, I couldn’t disagree with you more. Yes, I like Ted’s, but to say Chuy’s doesn’t even compare is far off. I did Army officer training in San Antonio and ate at Chuy’s every weekend I was there. Went to Houston a few months ago to see friends and eating at Chuy’s again was the thing I was most excited about. Cant wait to get it here in OK!
YESSSSSSSSSSSSS! We’ve been to the one in Dallas. LOVE!