WEBSITE
When the target has decided on their restaurant of choice and it’ s time to make a reservation, the process needs to be as smooth as possible. This starts with the company website. Currently, some locations have its own website, and some don’ t. This is confusing to the target. Do they go to that location-specific website to reserve a table, or do they go to the company’ s overall website? Or do they just head to Open Table instead?
The solution to this confusion is simple: streamline Ruth’ s Chris’ online presence to one overarching website( www. ruthschris. com) with separate pages within for each location, rather than separate URLs. The target can use a search bar, to enter their zip code and locate the webpage of the nearest Ruth’ s Chris location. Reservations can be made on the location-specific pages or on the initial landing site. Clicks are reduced and the consumer gets to their table faster. The Gourmet Go-getter is ready to fine dine.
The website landing page should link to the national Ruth ' s Chris social media page and the location-specific pages should link to the local social media platforms.
The website can also serve as a platform to link blogs about Ruth ' s Chris and earned media.
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