Ruth’s Chris Steak House Tries to Rope in the Ladies


It’s high time for an anti-breastaurant: The Ruth’s Chris Steak House chain has launched a new ad campaign and is holding in-house seminar-style events in an effort to attract more young female entrepreneurs. The steak house, which has 134 locations worldwide, is running a series of ads with Marie Claire featuring successful women, like Gilt Groupe co-founder Alexis Maybank, alongside its branding and company story, and last month, the restaurant invited subscribers for dinner and a networking session at a Chicago location. At such an event, the cocktail menu is bolstered with strawberry-basil gimlets and pomegranate martinis, and lots of seared ahi is brought out on share plates. Though diners are given a gift card as a parting favor, the new campaign is not all about getting ladies to eat more steak. “There was no overt promotion of the steakhouse,” a participant says. “It was a lovely event and that in itself makes you want to come back.” [NYT]