Ruby Tuesday Blows Up

July 31, 2008
An interesting turn for Ruby Tuesday, abandoning both its past and its planned future in an attempt to avoid the same fate as Bennigan’s.

Will “simple, fresh American dining” be enough of a differentiator to lure diners into the revamped chain—and can the advertising change perceptions quickly enough to boost sales performance.

clipped from www.brandweek.com

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On Tuesday August 5th, Ruby Tuesday will blow up its last old-style
restaurant live on the Internet. Investors in the struggling chain
may get a perverse pleasure out of watching as Ruby Tuesday’s
performance has been among the poorest in the casual dining
category.

Marketing will tout a menu overhaul from “bar & grill” to
“simple, fresh, American dining.” Plus the fact that d�cor for the
948-location chain has shifted from “Tiffany lamps and tchotchkes”
to “simple and modern.”

“They have redone everything. They have gotten rid of all the
bicycles hanging from the recycles, the surfboards and old movie
posters to point where there wasn’t an inch of space,” said David
Oakley, creative director at Ruby Tuesday’s agency BooneOakley,
Charlotte, N.C.