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The Ruby Tuesday restaurant chain has undergone a major overhaul in its decor and menu, but there’s still a single, “old-style” site remaining - and the company plans to blow it up, with live coverage online, to signal the completion of the relaunch.
Newspaper, TV and online ads are directing viewers to RubyTuesday.com, where an image of a bomb and a countdown to the explosive event next Tuesday inform viewers of the relaunch. “Recently, we changed everything at Ruby Tuesday to make it fresher and better. Menu, decor, everything. Now it’s time to bid a final farewell to the past with one elegant, understated gesture: demolishing the last old Ruby Tuesday,” reads the home page.
Marketers have learned in recent years that stunts planned to promote their products and services can take on a second life online, often becoming viral thanks to sites like YouTube.
The fast casual category is going through a difficult time. Ruby Tuesday competitor Bennigan’s just filed for bankruptcy. The relaunch is an attempt to set itself apart from the run-of-the-mill fast-casual chains, according to MediaPost.
The chain has restaurants in 45 states and in 13 foreign countries.
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