Ruby Tuesday Unveils Fresh Start Initiative to Drive New Franchise Growth; Reengage Core Customer Base

Since its doors first opened in 1972, Ruby Tuesday has been driven by an uncompromising commitment to freshness, quality and gracious hospitality. That dedication has made the brand global force in the fast casual segment. With more than 630 units now open worldwide, Ruby Tuesday has become a highly recognizable restaurant name synonymous with amazing flavor served at an affordable price.

Now, as Ruby Tuesday enters its 20^th year of franchising with a renewed focus on expansion to important target markets nationwide, the iconic brand is launching a new initiative intended to improve long-term value for both franchisees and customers alike. Dubbed “The Fresh Start Initiative,” it is designed to leverage nostalgic feelings from guests built over the last four decades while simultaneously streamlining operations for franchisees in a more inviting, modern dining environment.

“This segment of the fast casual industry is intensely competitive, from prices and services to convenience, locations, advertising and variety and quality of food,” said James Vitrano, Vice President of Franchise Development and Operations for Ruby Tuesday. “We compete with an ever-growing list of both national and regional restaurants who can blend nearly seamlessly into one another. We believe that presents us with a unique opportunity to stand apart. The Fresh Start Initiative positions us better than ever before in our history to grow our same-restaurant sales, strengthen our competitive position, enhance our profitability and create better value, for both our guests and our franchise partners.”

That topline growth and profitability will be driven through the reengagement of the brand’s new core customers: women and young families. In order to better serve this rapidly expanding key demographic, Ruby Tuesday introduced a streamlined new menu. Building on the iconic assets that made the brand famous, including its legendary Build Your Own Garden Bar, the new menu is intended to provide updated culinary innovation and value to Ruby Tuesday guests. It also streamlines operations for franchisees, simplifying some recipes and procedures in the kitchen.

“As consumer preference continues to migrate toward healthier food options, we are making meaningful improvements to our core menu that incorporate hand-crafted American favorites, but focus more on lean proteins and fresh vegetables,” Vitrano added. “This helps us reach those young families who are searching for amazing taste and unique flavor combinations, but also keep an eye toward value.”

With approximately half of all Ruby Tuesday guests utilizing the Garden Bar, it has become one of the most important items on the brand’s menu. An enhanced reiteration of a classic, the Fresh New Garden Bar will be restaged and optimized to offer over 50 items to provide the most desirable offerings in a cost effective way.

Ruby Tuesday’s new initiative will extend to its guest experience, too. Under the Fresh Start Initiative, existing restaurants will be remodeled to incorporate more modern design elements and styles, improving not only dining ambiance, but also pace of meals and attentiveness from service staff when paired with the streamlined new menu.

“Ruby Tuesday’s strength lies in leveraging our proven concept and restaurant culture to deliver a low risk investment and strong return for our franchise partners, as well as an unforgettable dining experience for our guests,” Vitrano said. “We remain focused on more streamlined in-restaurant operation, while remaining true to the core values that have long made Ruby Tuesday stand out in the industry. Our unwavering dedication to quality, passion and pride continues to set Ruby Tuesday apart. The launch of the Fresh Start Initiative sets our brand up to begin walking down a new road to even bigger success.”