I’ve never worked at Ruby Tuesdays but I have eaten there more times then I care to admit. What follows are my opinions about the insanity that exists in the Ruby Tuesday front office.
Years ago, Ruby Tuesday was a restaurant I liked to visit. I don’t mean every week or even every month. But, for casual dining, it was well above adequate. It had a nice salad bar and the menu selection was what you would expect from a place specializing in $10 to $12 meals. You even could get fresh potato chips, as in fried to order, with your meal. How cool is that? I’m not a Ruby’s aficionado or anything, but it was fun once and a while.
About five years ago my wife and I visited our local Ruby’s to find the entire menu had changed. Completely. The corporate minds at Ruby’s decided to ride of the wave of the Atkins diet and “carb free living”. EVERYTHING about the menu had changed. Sadly, no more fresh potato chips. Instead, the menu had transformed into a low carb/reduced calorie disaster. Are Americans really looking for health food at Ruby Tuesday? I would say no. I don’t need a corporate board room filled with high priced market research to tell me that.
It was a harbinger of what was to come.
Despite the fact that our favorite meals had vanished from the menu, my wife and I would visit our local Ruby’s a few times a year. Each subsequent visit was less satisfactory than the last. It really wasn’t the service. On average the service was fine. What bothered me was the revolving door of menu items and gimmicks. It’s felt like the Ruby’s executives in Maryville, Tennessee spun a “Price is Right” type wheel with various ways they could change their business model ever fiscal quarter. It was very hard to have a favorite dish at Ruby’s because the next time you visited the restaurant for a meal the menu would have latched onto the next American culinary fad like a barnacle.
Fast forward several years.
I walked past our local Ruby’s yesterday and, surprise, surprise, things had changed again. However, this is different. Ruby’s has pulled out all the stops. Similarly to several corporate chains completing for the $10 - $12 meal demographic, Ruby’s had the shotgun decorum approach. They glue, nail, and staple just about anything that might appeal, in some novel way, to their customers. My local Ruby’s had movie posters from about fifty years ago in one corner and sports memorabilia in another. Americana can only go so far guys. However, Ruby’s new “theme” appears to be a huge departure from their past. Their new style is called “Simple Fresh American Dining”.

(From RubyTuesday.com)
I love it when corporations throw “American” into a title for no particular reason. It makes me feel all patriotic when I’m eating my “freedom fries”. The shotgun decorum is gone. The red color scheme appears to have been abandoned and, in its place, is a mustard yellow. MUSTARD. Now, walking past Ruby’s is like watching a rerun of ABC Sports from the 1970’s (yellow blazers anyone?).

(SI.com)
Just out of curiosity, I looked at the new menu that (obviously) went along with the new paint job. To call this a menu change isn’t fair. It’s a complete lobotomy. For the seafood lover, Ruby’s is proud to offer Salmon, Tilapia, Shrimp, and Crab Cakes. Also on the menu are Gourmet Pot Pies, Chicken Fresco, “Handcrafted Burgers”, and… wait for it…. Quiche. I don’t even know where to start. QUICHE for god sakes!!!!! Somewhere, some corporate executive thought this was a really good idea. Sure, it might be nice to visit a restaurant that specializes in fresh, well prepared seafood and other specialty chicken/beef dishes. Is that place going to be RUBY TUESDAYS? How many of you are going to run down to your local Ruby’s for QUICHE. If I was dying of hunger and was only offered two things to eat to save my existence: my own arm or quiche, I would eat my arm. Something about the phrase “handcrafted” bothers me when you refer to food. Don’t remind me that your $10 an hour (if they are lucky) line cooks have their hands all over my food. And, POT PIES? Seriously?
The justification on the corporation’s website offers an explanation (apology) for their new look.
“It's colorful, comfortable, warm and inviting. And we're pleased to say you'll be seeing it for yourself in the months to come, as Ruby Tuesdays across America get a fresh new look, inside and out.
The moment you pull into the parking lot, you'll know it's a whole new Ruby Tuesday. Inside, the pleasing, inviting atmosphere is inspired by the fresh, high-quality food we're bringing you every day, from handcrafted burgers made with the finest ingredients to our unrivaled Fresh Garden Bar.
Most important, every last detail of the new design - every knife and fork, painting and plate - is our way of showing and sharing the quality, passion and pride that inspires us to be your gracious hosts.”
I love when corporate minds get together. One of my favorite “de-motivational” sayings is “Meetings: One of us isn’t as dumb as all of us”. That appears to be what has happened to Ruby’s. This change represents the kind of soulless dining we all come to expect from a corporate chain with over 950 locations. This is clearly a company that has changed management or ownership and wants a “fresh start”. Once upon a time, Ruby Tuesday’s stock traded around $30 dollars a share. The stock (at this writing) has dipped below $20 and I have to wonder if this is a last ditch effort in a difficult economic climate for soulless restaurants.
Sandy Beall, CEO of the company, recently commented that “…subtle changes in the brand, including new upgraded serving plates, silverware, and uniforms will help us continue to position ourselves as a high quality casual dining concept focused on simple, fresh American dining”. Someone might want to let Sandy know that NO ONE in America (or the world for that matter) thinks Ruby’s a “high quality restaurant”. No restaurant that delivers entrees in 15 minutes (or less) should dare call itself high quality. No one cares about silverware or plates (as long as you don’t run out of them on a busy night). People care about service and good food. IT’S THAT SIMPLE.
You may be saying “You are missing the point; Ruby’s isn’t looking for your business”. That may be true but, they had my business. They have now lost my business with this constant tinkering of their business model. The world moves fast today with digital technology, the Internet, and mobile devices. The last time I checked, most people still like to eat hamburgers, wings, and potato chips. That isn’t going to change. Despite the changes in the way we communicate and receive information, we are still creatures of habit. We spend money in places that are comfortable, tasty, and consistent. Consistent service, decorum, and food are critical if you want to keep a customer base. Someone might want to tell that to the corporate executives at Ruby Tuesday. Who gave these people the keys to 950 restaurants anyway?
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