Maryville-based Ruby Tuesday is not a company that invites a lot of reporters onto its corporate campus for a look-see, so this lead SundayBusiness section article in today's New York Times is (as far as I can recall) unprecedented. It focuses on the 896-strong chain's efforts to reshape itself into a "fancier, pricier alternative" to casual-dining competitors like Applebee's or Chili's--during an economic downturn. And CEO Sandy Beall is frank about it.
"...the company is betting $100 million that the decade-old foodie craze in the more affluent ZIP codes of this country can be sold, in a mass-market variation, to Middle America.Zing!
"'If you really care what you put in your body, Ruby's is a good place for you,' says Mr. Beall, as the wait staff clears away the plates. 'If you don't care, hell, go to Hardee's.'"
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