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Ruby Tuesday, Inc. Message Board

  • dr_lucid dr_lucid Mar 27, 2012 4:15 PM Flag

    Targeting Chipotle CMG

    Reading up more on the various reviews along the east coast where RT is placing a Lime Fresh in the near vicinity of a Chipotle Mexican Grill.

    Two things are occurring here. One is that in many instances, the CMG is packed so an ancillary Burrito Place does well by default. But the recurring complaint I read is that CMG tastes great, but is too calorie dense for many patrons and they want something more local, more fresh and less industrial.

    Here are two comments regarding Lime Fresh:

    This place is really good. I went to one of their original locations in South Beach 3 1/2 years ago – was totally different than Chipotle. Think less “bigass burrito” and more “light, fresh” taste.. citrusy/tomatoey whatever.. it’s good.

    February 15, 2012 at 2:23 pm


    I’ll second that. Have also been to one of the original Miami Beach locations a few times. The first time I went, had expectations that it would be similar in taste to Chipotle or possibly Baja Fresh but was happy to find out that it was much better. I think this place will do well and will seriously cut into the lines at Chipotle.

    Anyone investing in this stock and not looking at the chart for CMG is missing the boat. RT will cut into that growth and with better cost control, distribution, and less build out I think a lot of people are going to be surprised over the next 3-6 months.

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    • Doing a little research on these new concept stores tells me one thing. I bet we hear that more and more Ruby locations have been put on notice because several of these new stores are blowing off the doors.

      Strongest growth and affinity rests with Truffle's Cafe which was a huge surprise to me. Either its the management or the food, this one is leading the pack. From here it goes Marlin and Ray's and then Fresh Lime ( I have yet to take a deep dive on Jim and Nick's).

      Anone out there willing to do a little testing of these stores? Maybe post your impressions? Here is the list of stores with their respective locations:

      Fresh Lime

      Huntsville AL

      Coconut Creek FL

      Miami FL

      Ft. Lauderdale FL


      Pembroke Pines FL

      Plantation FL

      Winter Park FL

      Buckhead GA

      Clarendon VA

      Marlin and Ray's

      Maryville, TN

      Knoxville, TN

      Manassas, VA

      Acworth, GA

      Lithonia, GA

      Hillard, OH

      West Chester, OH

      Fairfax, VA

      Truffles Café

      Winter Park, FL

      Lenox Road, GA

      Hilton Head SC

      Sea Pines SC

      Bluffton SC

      Jim and Nick's BBQ

      Alabaster AL









      Niceville FL

      Destin FL

      Conyers GA

      Hiram GA

      South Cobb GA

      Cumming GA

      Suwanee GA

      Charlotte NC

      Bluffton SC

      Charleston SC

      Memphis TN

      Murfreesboro TN

      Nashville TN

      Smyrna TN

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