Ruby Tuesday polishes its image and takes casual dining up a notch
Goodbye Ruby Tuesday -- or at least the Ruby Tuesday we once knew. Gone are the knock-off Tiffany lamps and the cheesy knickknacks that once served as such great comedic fodder for the fictional restaurant Chotchkie's in the movie Office Space Gone, too, are the waitstaff clad in white shirts and ties that hark back to 1989. Instead of fusion cuisine excesses like Southwestern egg rolls and the Macho Nacho burger, the new Ruby Tuesday's menu is about bison burgers, prime rib, and lobster -- with a side of macaroni and cheese, of course.
It's not exactly four-star dining, but it's surely a long way from a casual dining restaurant where "casual" far outshone the other possible monikers. The new Ruby Tuesday's features waiters and waitresses in black tees and pants -- "hipster" style, the New York Times says -- leather banquettes, dark varnished wood, and a menu that would feel right at home in this millennium. In addition to the lobster and prime rib, there's jumbo lump crab cakes, broiled tilapia, and a crispy shrimp sampler in which sesame seeds and peanut glaze make an appearance.
It's part of a $100 million makeover, and the fact that it's come smack in the middle of a recession makes it hard for some investors to swallow. They've gulped down the new menu, though, and the stock has bounced back from its lows in March (as the Times points out, at the 52-week low of 85 cents a share, "a side of the creamy mashed cauliflower cost about three times as much").
Much harder will be convincing cash-strapped customers to buy into the new menu. It's surely more delicious and modern than the old one, but it's not the least bit cheaper. Instead, the company's CEO Sandy Beall, says he is taking advice from his son, who graduated from the California Culinary Academy. His son told him bluntly that what was wrong with his restaurant was "garbage in, garbage out. You can't have great food if you don't buy great product." So the beef, the bison, the lobster and shrimp were upgraded, along with the sauces and the house wines.
But the extreme makeover hasn't stopped in the kitchen. Historically, the waitstaff turned over at an astonishing rate of 135% (that means the average server only lasts about eight months). Now it's 100% each year, something which the restaurant's management is quick to boast about.
But will Ruby Tuesday's makeover really resonate with customers? Only time -- and lots and lots of fork-tender ribs -- will tell.
Reader Comments (Page 1 of 9)
11-09-2009 @ 9:12PM
ejordan said...
The Ruby Tuesday of 2006 is still burnt into my memory. Darker lighting, square plates and an expensive menu do not make a better restaurant.
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11-10-2009 @ 7:31AM
ralphykaye210 said...
I don't care how nice they've made this place look..why go out and eat this mediocre pre-processed food... or should i say crap!... I just got into cooking.. my gf bought me this hilarious beginners cookbook called "Get in the Kitchen, BIT@HES!" (bitchcooks.com).. besides being hilarious.. really has some great starter recipes and food I never thought I could make myself.. check out the free recipes on the site... youll see.. plus.. i get the added bonus of my gf telling me to "get in the kitchen, Bit@H!".. have to say that's pretty hot...lol
11-10-2009 @ 8:29AM
Lynn said...
Then, clearly, you have not tried the updated menue. First, it has the best, freshest, varied and tasty salad bar - 3 kinds of green, greens, delicious dressings and EVOO if you like. Even the croutons, nuts and cheeses are top quality. Perfectly cooked fresh broccoli and choice of brown rice or garlic potatoes are as good as the "meat". How often do you get that. There isn't a better Crab Cake anywhere --99% chunks of crab - not the stringy stuff - a thick cake perfectly crisped and delicious. If you haven't shared - it's that big - the prime burger with someone, what a shame. The flavor is like the best Porterhouse. Personally, for the all-around quality, quantity and flavor, I think it's worth every penny. No, I don't work there. I just enjoy. Lynn
11-10-2009 @ 11:07AM
joshua Morale said...
I used to work at a ruby Tuesday . Most of the food is cooked on a flat top griddle designed for pancakes, 80 percent of any thing that is not fried or meat is cooked via the microwave.(pasta , veggies, rice, sauces, any well done steak.) The quality of the food produced could be way better if they weren't so worried about cost. -as far as working there goes , they tried to sell me on the whole employees first deal , which is total BS , they are a corporation who only cares about the bottom dollar. I have seen them run bare bones kitchen with 3 cooks when a fully staffed kitchen is necessary like during the holidays. which affects the stress of the cooks tremendously and affects the food coming out to the customer because one person cant do that much at once. Ruby Tuesday is just another big corporate restaurant like all the others . Overpriced mediocrity.-Josh oh yeah definitely DO NOT EAT FROM THE SALAD BAR !!!!!!!
11-10-2009 @ 10:33AM
Mike Moore said...
Really enjoy R.T., but decision to increase prices of the already above average pricing is disappointing, and sadly very politically reflective of the present Administration in Washington. "change that costs you more of your hard earned money". Bad form, Ruby Tuesday! won't see nearly as much of me and many others as well, I believe you'll find. Another pretty good restaurant bites the dust!!
11-10-2009 @ 1:20PM
Master Shake said...
Just another reason to COOK AT HOME. Get off your lazy butts and learn to frikkin' cook!
11-09-2009 @ 10:53PM
Ivy said...
I just ate there yesterday, looking for a decently priced meal. I was met with a completely new restaurant and spent fifteen dollars more than I would have a year or two ago. I can't complain about the food. It was very good. But nobody has the money to regularly attend a restaurant that charges thirty five dollars for two people to eat. That was two meals for 11 dollars each, one dessert, and drinks. And with a higher bill, comes a higher tip. I cannot say this was a smart idea with the economy the way it is right now.
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11-10-2009 @ 7:12AM
benetonf1 said...
I have to ask what it was you ate there a year ago. By your account you spent $20 for a meal for two... That's Steak 'n' Shake money, not Ruby Tuesday's money. $35 for two meals, a dessert and drinks is very reasonable, with two entrees at $11 each? You're calling this EXPENSIVE? Especially if you're comparing apples to apples and including drinks and a dessert. And by "drinks" you'd better be talking about a beer special or a soda.
I'm also sick and tired of hearing how "nobody has any money". Clearly YOU do if you're eating out, so stop trying to make it sound like everyone is broke if you can afford to go to Ruby Tuesday's, even if they HADN'T changed the menu.
11-10-2009 @ 6:10AM
C said...
The interior of a restaurant means nothing if the staff is horrible. Just ate lunch at Ruby's in Rockville MD last week. 10 minutes at table before I had to ask if we "had a server".....Toddler's plate came out flaming hot and placed "in my hands" by server without warning....(I would hate to see if he would have handed it to my 2 /12 year old)........Completed lunch and sat at table for 15 minutes with dishes, glasses, etc. had to flag down server again and ask for check........
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11-10-2009 @ 9:29AM
Sunny said...
I work at Rubys in the Cleveland area, and I'm sorry that you had that experience and I hope you complained to management. I"m a very concientious server when it comes to kids plates, because for one I raised 3 and I would have thrown a fit, and for 2 along with our menu change and interior change comes a 30 second greet policy. So if you didn't complain, you better call corporate and complain, because it won't change unless people call. You do spend money there, so you should be treated with the utmost respect. You are the customer. Come up to Cleveland and I'll show you great service and great food! ; - ) Have a great day, and I hope you'll take my advice under consideration and hope that one bad experience won't deter you from trying Ruby's again. (but, you better call & complain first) LOL!
11-10-2009 @ 6:22AM
Lisa McCarter said...
I'm not happy with the "New" Ruby's. I want the old sports bar atmosphere and menu back. I can't afford to pay out more!!! Why doesn't the owner listen to real customers instead of some trust fund kid fresh out of college!!!!! Puuuu-lease!!!
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11-10-2009 @ 6:35AM
Debbie said...
Please do not discontinue your awesome salad bar, especially the Waldorf Salad. We love the Ruby Tuesday in Moosic, PA!!
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11-10-2009 @ 9:30AM
Sunny said...
Don't worry, they're not. And they're certainly not getting rid of one of they're best sellers on the salad bar, the Waldorf Salad, YUM! . OH! and the next time you go, you have to try the new Mediterranian Salad on the salad bar, it's delicious. It has fettucini, olives, feta cheese, fresh basil in a greek type dressing. WONDERFUL!
11-10-2009 @ 6:58AM
Rebecca said...
The anchor and the reason why we go to Ruby Tuesday is their salad bar. It is the best! Just please don't get rid of that, culinary school grad!
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11-10-2009 @ 9:01AM
Jenet said...
I agree, I love their salad bar. As a vegetarian, all other restaurants lost me to Ruby's a long time ago! I just hope they didn't nix their veggie burger option. YUM!
11-10-2009 @ 7:10AM
solomeeo said...
I would take Ceesecake Factory over Ruby's any day. The food is great and the portions are huge, which gives you plenty to take home for lunch the next day (so it's economical too), because you always want to leave room for their cheesecake which is out of this world!
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11-11-2009 @ 8:33AM
Molly said...
Please, the Cheesecake Factory in Beavercreek, OH charges $12.00 for a regular martini. It is one of the most over priced and over rated restaurants in the country. No kids menu either.
11-10-2009 @ 4:52PM
Jenny said...
Do you get really good employee discounts at Cheesecake Factory, too? Just wondering...
11-10-2009 @ 7:14AM
karen said...
Ruby Tuesday is one of the only good places to eat in my town.
Their "face lift" has gone to silly lengths in some instances. Any time I ask for ketchup, extra sauces etc. the table becomes too crowded with the lovely square white plates! Just bring me a bottle of ketchup! I love the salad bar as well but the area around it becomes extrememly crowded and is right in the entrance way of the restaurant.
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11-10-2009 @ 7:23AM
William said...
They were already to expensive with average food at best. Now they want more money for their *hitty food? I'm not biting!
A bar tender friend or Mine was fired after only working 6 months, because she didn't measure a drink, and just poured it by eye. Gotta keep track of that liquor, God knows we wouldn't want them to give the customer a little extra to keep them happy
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