RESPONSIVE WEBSITE | BRAND PLATFORM
Ruth's Chris Steak House
Huge, Inc. Copy Lead
Copywriting, Content Strategy, Brand Voice
The storied steak house gets a fresh spin.
For 50 years, Ruth’s Chris has served sizzling steaks and a high-end dining experience. To reach today's guests, it needed a digital presence to match. The new RuthsChris.com builds an authentic story around quality and craftsmanship, and brings upscale hospitality to life with simple, elegant booking.
Bringing the voice back to its roots.
In reimagining site content, I looked to founder and New Orleans native Ruth Fertel for inspiration. The new voice I created conveys the dedication of a special kind of hospitality expert—one who treats guests like regulars and who speaks authentically with the warm, generous, and fun-loving spirit of Ruth herself.
Cultivating the would-be epicure.
For the novice, a high-end steak house can be intimidating. A more accessible menu explains how cuts vary in tenderness and flavor, and why USDA Prime is the best of the best. Behind-the-scenes details on the kitchen’s painstaking preparations give guests more to chew on as they anticipate their night.
The redesigned menu also serves up expert pairing suggestions for side dishes and wine selections, educating users in clear and simple terms instead of sommelier jargon, and making it easy for first-timers to impress their dates.
Making memories in every detail.
Ruth’s Chris is a hot destination for celebrating life moments. With an enhanced reservation system, guests can fine-tune their prom night, engagement, or anniversary with occasion-based extras like champagne on ice or a table with a view. It also builds a long-term memory of guest's selections—much like a dedicated server or bartender remembers a regular’s preferences.
Setting the bar for dedicated service.
The Ruth’s Chris style of hospitality, known as lagniappe (all the little extras), truly shines at private events. This significant area of business gets the attention it deserves with a built-out section that celebrates the unmatched dedication and attention to detail that set the brand apart.
Daily Standup theme song
"Sizzle in the hizzle."
