MRKT Group09 RubyTuesdayCaseStudy

Ruby

Tue

sday

cas

e on

Co

nsum

er P

rom

otion

GROUP 093MBA C

BANDLAMUDI GARGI PRATYUSHA 1220246 SONA JACOB 1220258

RAVI SHANKAR 1220230 ARYA KUMAR SEN 1220212

SIVA TEJA PV 1220237NAIR SUDHISH UNNIKRISHNAN 1220223

Abou

t the

com

pany

Ruby Tuesday is driven by Uncompromising freshness Quality, gracious hospitality A growing list of restaurants Destined to be the envy of the casual dining

business.Courtesy: http://www.rubytuesday.com/our-story

Our

Miss

ion

Qua

lity.

Pas

sion.

Prid

e.

• Quality means freshness. It's fresh 100% USDA Choice or Prime ground beef formed into perfectly grilled, Handcrafted Burgers that redefine an American classic.

• Passion is people. People who love what they do and take your enjoyment personally.

• Pride makes us a family. This is our home. You are our guest.

Source: http://www.rubytuesday.com/our-story

Profi

le o

f com

pany

• Founded in 1972• A publicly owned company• Traded on the New York Stock

Exchange (symbol: RT)• Nearly 900 company-owned and

franchised restaurants• > 40,000 corporate and franchise team

members• Operations throughout the U.S. and all

over the world

Courtesy: http://www.rubytuesday.com/our-story/profile

Let

me

tell

you

it’s H

istor

y• It All Started with an Idea as Fresh as the

Food• Sandy Beall started this restaurant• 1st restaurant near the campus of the

University of Tennessee in 1972• To nearly 900 restaurants across the United

States and around the globe.

Courtesy: http://www.rubytuesday.com/our-story/history

Wha

t’s in

The

men

u???

Courtesy: http://www.rubytuesday.com/menu

Ruby

Tue

sday

in In

dia • Started in 2000

• 1st Restaurant : at Connaught Place, New Delhi

• Average monthly restaurant sale: Rs. 18 lakh

• Average guest check per visit: Rs. 550.00• Average guests per month combining all

12 outlets: 1.10 lakh• Target Class: SEC A, B+, B• Age group: 25 – 45 years

Anal

ysis

of F

ood

and

Beve

rage

s M

arke

t in

Indi

aDramatic changes due to:• Changing socio economic conditions• Liberalization of industries• Entry of foreign companies• Dismantling of quantitative restrictions

on import• Increase in discretionary income

Maj

or In

dust

ry T

rend

s• Great expectationse.g. Great atmosphere apart from

delicious food• Foodservice Frontiere.g. downward price revision & offer

more vegetarian toppings to increase sales volume

• Eater – tainment : something new and exciting to

enhance overall dinning experience

The

Envi

ronm

enta

l Cha

lleng

es fo

r Fo

od a

nd B

ever

ages

Indu

stry Environment

Micro Macro

Environment continued……

• Proximate Macro Environment

e.g. suppliers, distributive intermediaries, competing brands et al…..

External Environment

Envi

ronm

ent c

ontin

ued…

……

.

SWOTStrengths:• Loyal customers• Fresh food• Original drinks

AnalysisWeaknesses:• Lacking advertising• No well-known

specials

Threats:• Friendly’s• Applebee’s• T.G.I. Fridays

Opportunities:• Expand advertising• Getting customer

feedback• Keep up with

competition

Opp

ortu

nitie

s for

rest

aura

nt

indu

stry

• Liberalization of liquor policy :Serving of liquor contributes 40% of the business to our company.

• Lowering of personal tax structure: helps prospective customers with incremental disposable income and aspiration to be a patron of fine dining restaurant.

• Government impetus to the tourism industry like incredible India, Commonwealth games in 2010 etc helping restaurants to add more footfalls in winter season.

Data

base

of c

usto

mer

s hel

ping

To improve / modify the restaurant services

Guiding in menu changes by popularity analysis

Tracking the effectiveness in services

Ensuring repeat purchases

The

Mar

ketin

g M

ixProduct : All American cuisine like platters

Price: Following cost based pricing

Place: 70% of outlets located in top selling malls

Promotions: like food & beverage festival, cross selling

Physical Environment: Standardization

People: Quality service

Area

of C

once

rn

• How to Break the Clutter?&

• Grab Customer’s Attention

Than

k yo

u……

……

All the best for SIP ………………….

See you after May’13……………...

Reference

• www.rubytuesday.com