JEFF RUBY CULINARY ENTERTAINMENT
How does an established fine dining brand find new relevance with emerging generations?
Fine dining is an ever-changing space. Emerging generations are seeking creative and exceptional culinary experiences. Jeff Ruby’s, a regional fine dining icon, sought to address the evolving market and bring its reputation for incomparable dining experiences into new relevance.
Client
Jeff Ruby Culinary Entertainment
Category
Service / Hospitality | Fine Dining
Practices
Brand Insights
Consumer Insights
Brand Strategy
Brand Architecture
Design
Video Production
Photography
Extension
Background
Jeff Ruby’s restaurants are more than fine dining. They are places to celebrate life in impeccable luxury and style. As the company neared its 40th anniversary and prepared to open a flagship venue in its hometown of Cincinnati, a new generation of the Ruby family was poised to assume leadership. Committed to building relationships with prospective guests, the brand sought to rejuvenate—building on its reputation for passion and excellence while retaining relevance with its loyal guests.
Insights Craft the Brand Strategy
To connect with new guests, the brand needed to revisit, redefine, and recenter its core values and character. Together with senior brand stakeholders, we set out to discover if the things that had won the hearts of high-end diners for decades could do the same with a new generation. Turns out… of course they can! That’s because Jeff Ruby’s isn’t just about the finest steak you can buy. It’s about creating an unforgettable experience. Jeff Ruby himself said it best – “People don’t come here to eat. They come here to celebrate life.” And that insight, proven repeatedly through qualitative research, drove the revitalized Jeff Ruby’s brand strategy.
Creating the Brand Expression
Always known for superb dining, the brand’s visual and verbal expression now brings it home. A luxurious, contemporary, and welcoming Art Deco style invites everyone and exudes the passion and celebration that is the essence of Jeff Ruby’s. Because the company spans three states and eight locations, each with its own unique take on the master brand, subtle variances are accommodated. Carlo and Johnny’s feels warm and intimate, The Precinct maintains its social club charm, and the new Lempicka sparkles with 1920s energy. But across all channels and at every touchpoint, they all feel unified under the Jeff Ruby brand. Colors, graphics, and photography entice anyone to discover an experience like no other at Jeff Ruby’s. From an affordable burger on date night to an over-the-top bridal reception, there may be other more practical gourmet options out there, but there’s no one who can make it as special as Jeff Ruby.
The Proof is in the Pudding
The renewed identities were unveiled to celebrate Jeff Ruby’s Steakhouse 2022 grand opening on Fountain Square in Cincinnati. Across the region, the brand has seen a 29% increase with guests 35–44 and 46% with guests 25–34. The revitalized website is experiencing a 49% increase in traffic, and The Lempicka opened with the support of a powerful and unified brand in the Summer of 2023.
