Digital Strategy and Ecosystem

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RubyTuesday was not only undergoing a re-brand, but a re-invention to a memorable high-quality dining experience. They had upgraded their restaurants both from an architectural and culinary standpoint, but were struggling to get a new more discerning target demographic to give them a try.

It wasn't enough to look different, Ruby Tuesday needed to behave like a modern digital brand to help change perception.

Ruby Tuesday Homepage

Ruby Tuesday Homepage


How do you convince people to give Ruby Tuesday another look?

This new target wasn’t going to take our word for it. 


People needed a low barrier to entry to give it a try or they were going to have to hear it from a friend.

The Ruby Tuesday Bracket Challenge

The Ruby Tuesday Bracket Challenge

The answer was two-fold:  

  • Create and be known for usage occasions that tempt people to try it
  • Leverage social media to spread people’s good experiences

Just as Ruby Tuesday had reinvented itself offline, we set out to do the same across their website, mobile, and social experiences - integrating a strategy toward “try & share”. 



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