For much of its history, Ruby Tuesday had little, if any, advertising. By 2002, the company found itself combating traffic and sales losses at many of its locations. This caused the company to change course and introduce coupons at selected sites.[32] By June of the following year, Ruby Tuesday had expanded on this strategy by testing television, radio, and billboard advertising in select locations. The company also began offering a curbside carryout service originally dubbed "TueGo!"[33][34]
New identity
In 2007, the company began a series of significant changes to its brand identity. The changes were made to move the brand's customer perception out of the "bar-and-grill" segment of the casual dining industry, and were showcased in the opening of their Times Square location the same year. As part of the changes, Pentagram design studios were hired to help construct a new public visual identity for the brand. The design team created a new logo set in Clarendon, altered the standard color scheme, and created all new packaging to promote the renamed "Ruby TueGo" carryout service.[35] Ruby Tuesday also began remodeling its entire suite of restaurants via the removal of their novelty wall artifacts, faux Tiffany lamps, and dated furnishings. The update went on to bring a new menu with higher-quality food and beverages, revamped service techniques, high-definition televisions, and a free guest-accessible Wi-Fi network.[11][36]
"Implosion"
In 2008, Ruby Tuesday marketed an advertising campaign to show how radical their recent changes were. On August 5, over "live" streaming internet video, a demolition crew was supposed to implode the final "old Ruby Tuesday" to cap off the brand's commitment of change in front of a small crowd in Mount Holly, Ohio. However, to the crowd's shock, the "restaurant" next door (Cheeky's Bar and Grill, which looked like a typical casual dining chain) was demolished.[37]
Following the events, the senior VP of marketing for Ruby Tuesday (in actuality, an actor) posted a written apology on the company's website and videotaped a formal apology that was broadcast on television. As it turned out, the idea was merely an elaborate marketing ploy to raise attention to the newly remodeled restaurants. The implosion was actually done on a miniature set staffed by a Hollywood special effects crew, and the "live" event had been pre-recorded in Harriman, Tennessee. The two films were then edited together to make it look like an accident.[38]
Changes continue
The remodel and its accompanying changes came at an inopportune time for the chain. The Great Recession was underway, and the casual dining segment of the industry was financially suffering. To address these issues, the company debuted made-from-scratch garlic cheese biscuits, a Sunday brunch program, and a steak-and-lobster deal night.[39] Despite all of this, financial analysts have been highly critical of the company's actions regarding the ever-changing shift in strategies.[40]
In 2012, yet another advertising campaign was announced to analysts to boost guest perception. It included a reintroduction of television advertising and a continued shift to convert under-performing stores.[27][41]
In 2014, returning to the more family friendly casual restaurant chain, Ruby Tuesday changed the employees' uniform to more colorful attire of blue jeans and shirts in a variety of colors, changing the menus to a chalkboard theme, adding more current top 100 hit songs to the internal music system and updating their logo to a more modern font style. Continuing the trend in 2015, the chain updated their dated children's menu with the addition of cheese pizza and corn dogs, more colorful plastic beverage cups, and colorful twisty straws.
From 2006 until 2009, Alex Job Racing and Ruby Tuesday partnered to form the Ruby Tuesday Championship Racing Team. The team drove the No. 23 Porsche-powered Daytona Prototype in the GRAND-AM Rolex Sports Car Series.[46]
In 2009, Eddie Sharp Racing announced a long-term partnership agreement with Ruby Tuesday as the sponsor of the No. 2 Toyota, driven by Tim George Jr. in the ARCA Racing Series.[47]
NASCAR
Starting with the 2010 NASCAR Nationwide Series, Ruby Tuesday has had a partnership with Penske Racing to sponsor Brad Keselowski in the No. 22 Dodge Challenger. The 2010 season saw them appear in six races, while the 2011 season saw nine races. The company was also advertised on the rear deck lid of Brad's No. 2 Dodge Charger in the 2011 NASCAR Sprint Cup Series.[48]
NASCAR
Starting with the 2010 NASCAR Nationwide Series, Ruby Tuesday has had a partnership with Penske Racing to sponsor Brad Keselowski in the No. 22 Dodge Challenger. The 2010 season saw them appear in six races, while the 2011 season saw nine races. The company was also advertised on the rear deck lid of Brad's No. 2 Dodge Charger in the 2011 NASCAR Sprint Cup Series.[48][49]
Prior to the beginning of the 2011 Daytona 500, Ruby Tuesday was added as a last-minute one-race sponsor for Brian Keselowski, older brother of Brad Keselowski.[50]
In 2012, Ruby Tuesday dropped sponsorship on Brad Keselowski's car.
