Case Study for Agency
03-1014983-961

Ruth’s Chris Steak House (Great example of how a very successful
campaign is born)

Situation: Both the company and the franchisees were disenchanted –
the proliferation of competitive steakhouses, economic uncertainty,
and uninspired communications were contributing to sluggish sales.
They turned to us to reposition and revitalize the brand, wow the
franchisees and boost sales.

The challenge: Ruth’s Chris Steak House needed to become a destination
with an image, personality, and attitude that defined.

Solution: (Talk to everyone. Listen to everyone. And the insight will
come. ) One particular interview with one of Ruth's longtime friends
revealed one of Ruth's favorite sayings, "Life's too short to drink the
house wine."

That was all we needed.

Featuring "Ruthisms" (witty quotes from Ruth) The campaign takes that
attitude and blows it out into every piece of marketing communications
both in-restaurant and out. From menu design to Web site to advertising
to collateral, franchisee and corporate alike have embraced the
campaign.

We developed media plans for 22 individual markets based on comments
and needs of field personnel coupled with an understanding of
individual market demography, economic conditions, competitive
landscapes and key challenges. This provides a secondary level of
support to the national branding campaign and local market focus on key
tactical issues.

We developed promotions designed to drive traffic during off-peak times
of the week and seasonally. For example, we developed Jazz & Martini
night – we promoted the event, we found local jazz groups to perform in
participating markets, and we created a Ruth’s Chris jazz CD as a
giveaway. It’s been a resounding success, and is now a weekly
“happening” with guests not only enjoying the jazz and drinks, but
they’re staying on for dinner.

We created a number of programs to encourage guest visits. A
residential direct mail program with a 25 dollar Gift Card has been
wildly successful. And, we introduced the “Prime Temptations” menu, a
special (lower-priced) selection of five entrees, via direct mail in
several “soft” markets. Based upon its overwhelming response, the
program is currently being rolled out to additional markets.

We overhauled their existing, purely “functional” Web site, changing
both its look and its architecture. Now, it’s much more user friendly,
much more informative, and consistent in tonality and style with the
advertising campaign.

Public Relations developed and implemented local campaigns to generate
awareness of new openings. We work closely with Ruth's Chris to ensure
Grand Opening events are well attended by appropriate community and
local government officials and the press.

We have developed their first-ever loyalty program. "Ruth's Table"
offers preferred treatment in-restaurant and special membership
privileges to encourage repeat business.

Results: Franchisees have enthusiastically embraced the campaign. The
trade has applauded the advertising (Nation’s Restaurant News).
And, best of all, comp sales are up significantly! Banquet business is
up to unprecedented levels and the restaurant has never been more
prominent in the consumer/trade press.

Footnote: Though the account has moved in-house, they are still using
all our creative a year and a half later.