Shares of Zoe’s Kitchen (ZOES) have jumped 23% this year and the restaurant chain reported first quarter revenue up 32% over last year. While the results are making Wall Street take notice, CEO Kevin Miles said investors and soon-to-be customers should not expect a massive television or radio campaign heralding Zoe’s success or its expansion plans. ‘We do virtually no traditional media advertising,’ said Miles. ‘Most of our advertising is through digital, social media and local PR. We spend a lot of time in the communities where we have restaurants offering things like our arts program for children.’ Zoes Kitchen’s fast casual restaurant concept is to serve fresh, Mediterranean-inspired dishes delivered with Southern hospitality. The Plano, Texas-based chain also gets the word out is through its catering program which makes up about 16% of sales.
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