COMPETITORS
Flemings, Morton’ s and Capital Grille are closest to Ruth’ s Chris from the perspective of price and variety. Each of these are expensive fine dining restaurants that face a similar problem; during our in-depth interviews, we found that fine diners typically prefer locally-owned restaurants and avoid frequenting chains if possible. Therefore, each of these chains should be attempting to differentiate themselves and provide a unique selling point. This analysis of the following brands’ consumer journey touchpoints will provide a benchmark for Ruth’ s Chris’ effectiveness in reaching its core customer base and younger potential diners.
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