Ruby Tuesday SWOT Analysis, Competitors & USP

Ruby Tuesday

Parent Company

Ruby Tuesday Inc.

Category

Restaurant

Sector

Food & Beverages

Tagline/ Slogan

So good

USP

Freshness and quality

Ruby Tuesday STP

Segment

Income, Age and Lifestyle

Target Group

Youth and Adults from middle and upper class

Positioning

Simple Fresh American Dining

Ruby Tuesday SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Ruby Tuesday :

1. Nearly 800 locations in the US, and some 15 foreign countries

2. It's known for its premium Handcrafted Burgers and its bountiful, Create Your Own Garden Bar

3. Strong brand image since 1972
4. Operations throughout the U.S. and all over the world

5. Released a cookbook in 2011 titled Simply Fresh: Casual Dining at Home by Jeff Morgan which contains recipes inspired by the menu and which are signature to the brand

6. It was the first large national casual dining chain in the country to post specific nutritional information on their menus

7. A separate menu is available for placing a bulk take-out or catering order

Weaknesses

1. It has failed to match the television advertising efforts of its competitors

2. Very high calorific content in food
3. Limited menu as  the brand is still commonly recognized only for their salad bar and hamburgers

Opportunities

1.  New food items on its menu
2. Venture into newer markets/countries

3. More branding and advertising through TVCs, online campaigns

Threats

1. Maintaining quality and uniformity in food and décor across establishments proves difficult
2. Change in mindset towards veg and healthier food

Ruby Tuesday Competition

Competitors

Below are the 3 main Ruby Tuesday competitors :

1. DineEquity
2. Darden Restaurant
3. Carlson Restaurant