| 2004 Consumers' Choice In Chains |
| Introduction |
- In-N-Out Burger
- Sweet Tomatoes
- The Cheesecake Factory
- Chick-fil-A
- Krispy Kreme Doughnuts
- Cracker Barrel Old Country Store
- Olive Garden
- Chipotle
- Papa Murphy’s Take ‘N’ Bake Pizza
- Panera Bread
- Red Lobster
- Ruth’s Chris Steak House
- Jamba Juice
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Scores by Attributes
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2004 Consumers’ Choice in Chains
STEAKHOUSE > RUTH'S CHRIS STEAK HOUSE
As customers go, the cabdriver who transported Ruth’s Chris President and CEO Craig Miller to the airport on a steamy July morning means as much as the more-affluent guests who visit the upscale steakhouse chain multiple times a week. Without fail, the cabdriver told Miller, he takes his wife to the restaurant every year on her birthday, and visits on their anniversary as well.
“He’s a two-time-a-year user, but he’s a fantastic customer for us,” Miller says, acknowledging the large segment of his clientele that cites the concept as a favorite special-occasion spot.
$22,000
Amount for which Founder Ruth Fertel mortgaged her home in 1965 to purchase the Chris Steak House in New Orleans, which she renamed Ruth’s Chris Steak House.
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Named to the top spot at the steakhouse chain in March, Miller is ready to bring that appeal of white-tablecloth dining with a twist of Southern hospitality to a new audience. The 89-unit chain once again is seeking franchisees for expansion after about five years of slow growth through existing partners.
As the brand stretches across the nation, Ruth’s Chris has a formula to maintain the exceptional standards that handily won the Choice in Chains service category: mandated staffing levels that translate into about one labor hour devoted to every guest.
“I compare it to high-end cruise lines and the number of employees they staff per guest,” Miller says.
A 40-year industry veteran, Miller believes he can grow the $328 million business into a billion-dollar brand. It’s a lofty goal, but Ruth’s Chris operates with an advantage likely to propel it forward: a first-rate reputation that helped boost it not only to the top of the steakhouse ranks, but to the No. 1 overall score among all segment competitors for the very first time.
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| Headquarters |
Metairie, La.
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| CEO |
Craig Miller
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| Units |
89
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| Check average |
$56.00 (est.)
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| Respondents aware of chain1
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33%
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| Respondents who visited in previous 12 months1
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4%
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| Guests who would go back2
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86%
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| Average loyalty (would go back) for chains in this segment |
84%
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| Key region |
South
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| Widest attribute lead |
Cleanliness
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| (1) Base is all respondents; (2) base is 12-month patrons. |
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Chain
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Overall Score
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Food Quality
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Menu Variety
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Value
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Good Reputation
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Service
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Atmosphere
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Cleanliness
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Convenience
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| 1. Ruth’s Chris Steak House |
80.3%
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90%
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71%
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43%
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92%
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91%
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93%
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87%
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60%
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| 2. Benihana |
76
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87
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68
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48
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86
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87
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89
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76
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45
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| 3. Texas Roadhouse |
69.8
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82
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75
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58
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74
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75
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72
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60
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55
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| 4. Outback Steakhouse |
69.7
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81
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69
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48
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81
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71
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72
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73
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53
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| 5. Stuart Anderson’s |
69.7
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82
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69
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58
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77
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67
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75
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69
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45
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| 6. LongHorn Steakhouse |
62.4
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71
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67
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48
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65
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66
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62
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63
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48
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| 7. Tony Roma’s Famous for Ribs |
60.2
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73
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59
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46
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69
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59
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57
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62
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43
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| 8. Lone Star Steakhouse & Saloon |
59.4
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71
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61
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44
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65
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64
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56
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58
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42
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| 9. Damon’s Grill |
56.5
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66
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58
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37
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65
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55
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70
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55
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45
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| Note: Overall Score is an index; percentages represent respondents who rated the chain "above average" on the given attribute. |
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