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

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

               Restaurant chain embraces “100% Shore” lifestyle

Business Wire

HOUSTON -- February 11, 2013

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.

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.

Contact:

MEDIA:
for Joe's Crab Shack
Tracy Aiello, 817-329-3257
tracy@spmcommunications.com
or
Mary Kate Jeffries, 817-329-3257
marykate@spmcommunications.com
 
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