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Ruth's Hospitality Group | Company Profile, Marketing Contacts, Media Spend, Brands




Ruth's Hospitality Group is the largest fine-dining restaurant chain in the United States with 121 international locations. Ruth's Hospitality Group also owns Ruth's Chris Steakhouse, Mitchell's Fish Market, an upscale casual seafood restaurant and bar with 19 locations, as well as Cameron's Steakhouses, which currently operates three locations.

Main Telephone (407) 333-7440
Main Fax (407) 333-3488
Primary Address
1030 West Canton Avenue
Suite 100
Winter Park, FL 32789
USA

Ruth's Hospitality Group Contacts

Contacts (5/12)
Name Title State
Arne H. Chief Financial Officer & Executive Vice President FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (407) 333-7440
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1030 West Canton Avenue
Suite 100
Winter Park, FL
32789
USA

Robert V. Chief Compliance Officer FL
Michael O. President & Chief Executive Officer FL
Kevin T. President & Chief Operating Officer - Ruth's Chris Steak House FL
Cheryl H. Chief Operating Officer & President FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Ruth's Hospitality Group *
Ruth's Chris Steak House *
Mitchell's Fish Market *
Mitchell's Steakhouse *
Columbus Fish Market *

Agency Relationships


Brand Agency Service From To
*******'* ********** *** ******** *****, ***. media buying & planning unknown present
******** **** ****** *** ******** *****, ***. media buying & planning unknown present
********'* **** ****** *** ******** *****, ***. media buying & planning unknown present
********'* ********** *** ******** *****, ***. media buying & planning unknown present
****'* ***** ***** ***** ******* ************** public relations unknown present

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DailyVista

PR Opps Update: Ruth's Chris to boost earned media presence in spring for 50th anniversary


 

Update (2/17): Besides an upcoming digital creative review (more info below), look for immediate earned media plays, including digital and PR, for the spring, when Ruth’s Chris expects to produce “more noise” around its 50th anniversary, said Michael O’Donnell, chairman, president and CEO during the Q4 earnings call. Expect these efforts to continue in Q3/Q4, when Ruth’s also skews media dollars to spur traffic during the winter holiday season. 

Subject: Digital, mobile, social media, experiential, sponsorship, TV, outdoor

Company: Ruth's Hospitality Groupparent of the upscale Ruth's Chris Steak House concept. Based in Winter Park, Fla., Ruth's Chris has more than 150 company- and franchisee-owned restaurants globally.

Opportunity: We received a tip that Ruth's Chris is about to begin a digital creative review, which likely will cover its integrated website, social and mobile presence, based on our prior reporting (research here). Therefore, digital shops with Millennial engagement expertise should have an edge since Ruth's Chris is making a bigger push to reach young professionals.

For ad sellers – the upscale steakhouse tends to skew media dollars around celebration holidays (Mother's Day, Father's Day, Graduation) and Q3/Q4 to spur sales during the winter holiday season, when people have a greater propensity to eat out. Ad spend has been steadily rising since 2011, so don't leave larger above-the-line pitches off the table. Ruth's Chris just launched a new national TV ad campaign (spot above) last fall, for example.

Additional Insight

Marketing and Ad Spend: Marketing and advertising spending is expected to top 3.2% of total revenues in 2014, according to CFO Arne Haak. Historically, it has been between 3%-3.5%, with annual marketing and ad expenses fluctuating between $7.2 million and $8.3 million since 2011.

About $3.9 million went to national TV ads last year, down from $6.3 million in 2013, iSpot.TV reports (see 2014 spending breakdown right).

Experiential Opportunities: This Millennial approach has created new experiential revenue opportunities at Ruth's Chris. “Taste of Napa” five-course pairing dinner in partnership with Wine Enthusiast Magazine. 

Target Audience: The steak house's customer base skews older because of its higher price points, but CEO Michael O'Donnell said last summer that Ruth's Chris will continue to work on attracting first-time customers at any age. As such, Ruth's has been shifting marketing more towards digital to reach millennial consumers, particularly women (research Sizzle, Swizzle and Swirl” happy hour bar menu.

Agency Relationship: Ruth's Chris's media buying and planning agency is The Richards Group, according to The List.

Competition: Ruth's Chris's primary rival is Del Frisco, the operator of upscale Del Frisco's, here). Additional competitors include Flemings, The Capital Grille, Smith & Wollensky and Morton's. 

chenry@rhgi.com