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Ruby Tuesday Hungry for Ads

MARYVILLE, TN-Reps from Ruby Tuesday say a new focus on advertising will help the chain improve same-store sales results.

By Jennifer D. Duell | Updated on July 08, 2005

MARYVILLE, TN-Although Ruby Tuesday Inc.’s same-store sales were dismal for the fourth quarter, the management team expressed confidence in the chain’s future performance. Specifically, Ruby Tuesday’s new focus on advertising is expected to help the company compete more effectively.

Ruby Tuesday has committed 4% of its sales to the media buys. “We’re going to advertise with the big guys,” says Ruby Tuesday Chairman and CEO Sandy Beall.He adds that the chain plans to spend $55 million in 2006 on media buys, which is $25 million to $30 million more than it spent during fiscal 2005. “It’s a huge number,” he says, “we are spending heavily on advertising.”

Beall adds: “By investing 4% we can definitely compete in the marketplace.” Specifically, he expects first quarter 2006 same store sales to be down just 4% asthe chain transitions from coupons to television advertising.

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