Rubys Inn Cowboys Buffet and Steak Room

Emma Pollock, Ashlee Walker, Gena Bowers, William

Triumpho, Sydny Terry, and Isabella DiBenedetto

How Rubys Does Business

-adjoined to Rubys INN, a historic establishment located in
Bryce Canyon
-currently managed by Nick Pollock
-closest restaurant to Bryce Canyon
-serves between two and three thousand customers each
week
-western-themed, American dining experience
-reservations are not available, customers wait in line to be
seated
-Roughly 30 employees at any given time
-Breakfast buffet- $10.99
-Lunch Buffet- $14.99
-Dinner Buffet- $22.99

Why?
-provide travelers and tourists with hearty, old western, American style food and a family-friendly dining experience
Who?
- predominantly families and tour groups from the United States, Asia and Europe
What?
-travelers often consult with friends or other seasoned road-trippers before deciding where to stop for food and other activities as part
of a well-planned trip. They want to have reassurance before spending money that their experience will be a good one.
-good marketing can generate brand recognition and loyalty before a customer buys from any particular brand.
How?
-social media sites such as TripAdvisor and Yelp allow customers to leave reviews, giving insight to others on the quality of product
and service. Rubys presence on these sites allows potential customers to draw conclusions about the quality of food and service at
Rubys before deciding whether or not to dine there.
-social media channels such as a website, Facebook, and Twitter introduce the Rubys brand to potential customers, giving said
customers a sense of the authentic Western-American experience they will have before customers even step foot in the restaurant.

Client's Goals
Better reviews on
TripAdvisor and Yelp
Strong interaction with
audience on Facebook
and Twitter

Social Media Comparison with Fosters Family Steak House

Rubys
Likes

Fosters
Likes

Rubys
# of Reviews

Fosters # of
Reviews

Rubys Average
Rating

Fosters
Average Rating

Facebook

46

55

27

2.6/5

4.5/5

TripAdvisor

2268

621

3/5

3.5/5

Yelp

133

155

2.5/5

3.5/5

SWOT Analysis
Strengths

Weaknesses

-Good Interaction with audience on Twitter

-Consistent Posts
-Variety of Content (images, articles)

-Inconsistent style of images and writing

-No response to Facebook Reviews
-Delay in response to TripAdvisor and Yelp
Reviews

Opportunities

Threats

-Increase Followers
-Increase post engagement
-Quicker response on TripAdvisor and Yelp

-Poor reviews on TripAdvisor

-Competition receives much better reviews

Recurring Sentiments in Trip Advisor Reviews

Positive Mentions

Times
Mentioned

Negative Mentions

Times
Mentioned

Good food quality

35

Average food quality

52

Number of Buffet options

36

Unappealing Buffet

22

Breakfast buffet

11

Slow service

52

Meat Quality

18

Meat Quality (Under/Overcooked)

12

Dessert

11

Long Wait time

30

Portion Size

12

Crowd

27

Friendly Service

68

Too Expensive

42

Location

16

Only Option/ Last Resort

17

Positive to Negative Review Ratio- 3:5

Suggestions
-management should review the recurring sentiments and make changes as needed to improve customer
reviews.
After sentiments are addressed:
-hand-out card with a link to Rubys TripAdvisor page
-special offer such as free dessert or a discount after a review has been posted
-incentivise Employees to generate good reviews by rewarding them when they are mentioned positively
in a review
-respond to reviews within 24 to 48 hours to emphasise an interest in customers needs and opinions
Suggestions for Facebook and Twitter:
-Interact with social media users who are visiting Bryce Canyon by sharing and commenting on their posts
-Post stylistically cohesive photos and text that create a brand centered on western-themed,
family-friendly dining