Ruby Tuesday To Blow Self Up, Start Fresh

Ruby Tuesday's relaunch of its menu and decorOn Tuesday, the Ruby Tuesday restaurant chain will blow up an undisclosed eatery live on the Internet to signal the completion of a relaunch of its menu and décor. 

That restaurant is the last remaining "old-style site," the company says. An online ticker is counting down to the 3 p.m. EDT detonation.

Starting today, newspaper, TV and online advertising will direct viewers to A bomb-shaped newspaper "manifesto" describes some of the coming changes ("Gone are the ... brass, the ferns and, yes, even the tchotchkes"). Two :15 TV teasers depict a restaurant executive taking a sledgehammer to one of the chain's old Tiffany lamps. And multiple online banners hint at the coming blast: "Two words. Ka. Boom."

Media will consist of full-page, national newspaper, national cable TV, and Web sites including,,, etc. There will also be Internet videos.



After the blast, :30 and :15 TV spots will introduce a new spokesman, described as "slightly over-enthusiastic" in his efforts to help people adapt to change of all kinds--including, of course, the radical changes at Ruby Tuesday.

The menu is being overhauled from "bar & grill" to "simple, fresh, American dining," a phrase the company has incorporated into its boilerplate.

The advertising and event marketing campaign, tagged "It's a brand new Tuesday," is the first work by advertising agency BooneOakley, Charlotte, N.C., for its new client.

Says David Oakley, creative director, about the reason for the relaunch: "Everyone knows the fast casual category is going through a rough patch. Bennigan's just filed for bankruptcy.

"Ruby Tuesday started a year ago on a total refocusing. In a way, they saw that the whole category was overdue for some freshening up. More specifically, they knew they had to stand apart from all the run-of-the-mill fast-casual chains."

Ruby Tuesday has restaurants in 45 states, the District of Columbia, Puerto Rico, Guam, and 13 foreign countries.

Next story loading loading..