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RUBY TUESDAY Developing a Consumer Promotion Program
“Restaurant marketing is a serious business and one needs to increase the traffic into the restaurant at any point of time” thought Nidhi Kuchhal, marketing head of popular restaurant chain Ruby Tuesday in India. It is not a just what you serve, but how we serve, how we stay ahead in competition and how far we are able to take advantage of changing business scenario. All this will decide on whether Ruby Tuesday becomes a success story or just another wannabe. As such people perceive restaurants like Rubdy Tuesday as an expensive choice in the market place. She was wondering if a consumer promotion program can be developed for the restaurant to promote young traffic in general and high spending class in particular.
Ruby Tuesday-a Historical Journey
Over 30 years ago, a young man named Sandy Beall called together four college buddies from the University of Tennessee and hatched an idea that would become one of America's favorite casual dining restaurants. Ruby Tuesday was born of their desire for a restaurant where food of true freshness and genuine quality was served by people passionate in their work, all in an atmosphere both casual and comfortable. A combination so unique they had to invent the place themselves. • • • • • • • • • • • • Founded in year 1972 More than 850 restaurants in United States & around the world Approx 630 Company owned & 250 franchised outlets Registered with New York Stock Exchange Annual company sales: approx. $ 1.3 billion Average annual restaurant sale: $ 2.1 million Average guest check per visit: $ 11 - $ 12 One of the leading brand in casual ding restaurant category Brand vision: Simple Fresh American Dining Position: High quality casual dining restaurant Strategy: Uncompromising freshness & quality, Gracious hospitality Culture: Quality, Passion, Pride
Ruby Tuesday has become an American classic and is dedicated to becoming the unrivaled, absolute premium choice in casual
“Restaurant marketing is a serious business and one needs to increase the traffic into the restaurant at any point of time” thought Nidhi Kuchhal, marketing head of popular restaurant chain Ruby Tuesday in India. It is not a just what you serve, but how we serve, how we stay ahead in competition and how far we are able to take advantage of changing business scenario. All this will decide on whether Ruby Tuesday becomes a success story or just another wannabe. As such people perceive restaurants like Rubdy Tuesday as an expensive choice in the market place. She was wondering if a consumer promotion program can be developed for the restaurant to promote young traffic in general and high spending class in particular.
Ruby Tuesday-a Historical Journey
Over 30 years ago, a young man named Sandy Beall called together four college buddies from the University of Tennessee and hatched an idea that would become one of America's favorite casual dining restaurants. Ruby Tuesday was born of their desire for a restaurant where food of true freshness and genuine quality was served by people passionate in their work, all in an atmosphere both casual and comfortable. A combination so unique they had to invent the place themselves. • • • • • • • • • • • • Founded in year 1972 More than 850 restaurants in United States & around the world Approx 630 Company owned & 250 franchised outlets Registered with New York Stock Exchange Annual company sales: approx. $ 1.3 billion Average annual restaurant sale: $ 2.1 million Average guest check per visit: $ 11 - $ 12 One of the leading brand in casual ding restaurant category Brand vision: Simple Fresh American Dining Position: High quality casual dining restaurant Strategy: Uncompromising freshness & quality, Gracious hospitality Culture: Quality, Passion, Pride
Ruby Tuesday has become an American classic and is dedicated to becoming the unrivaled, absolute premium choice in casual