About our book
Over the course of four months, we’ ve spent hours exploring the relationship millennials ages 25-35 have with fine dining. Through nine in-depth interviews, an online survey and analyzing the information presented by groups one and two, we have developed a target audience and determined their consumer journey to fine dining, as well as the touch points our target encounters along that journey. We analyze Ruth’ s Chris current performance in each of these touch point categories, and make recommendations for how the brand can better engage our target at each of these touch points. Ultimately, we provide suggestions for how Ruth’ s Chris can improve its brand awareness among older millennials and earn a spot in the evoked set of fine dining millennials nationwide.
So, sit down, relax, and put your napkin on your lap. We can’ t promise you a filet mignon or a twice-baked potato, but we hope our findings and recommendations whet your appetite for a new and improved Ruth’ s Chris advertising strategy.
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