Ruby Tuesday is facing social media backlash after a former manager said he was fired on Christmas in a viral TikTok video.
In the video, published Jan. 9, longtime employee Jeff Cook says the casual-dining chain fired him after he closed his restaurant one hour early on Christmas day. Cook says he and a skeleton crew of three other workers were overwhelmed by a surge of dine-in and to-go orders, as Ruby Tuesday was one of the few restaurants open that day in the small college town of Big Rapids, Michigan.
Cook says he had been with Ruby Tuesday for 19 years, starting as a server at age 19 and working his way up to manager. He says he never missed a day of work during that time, and that being fired had put him at “rock bottom.”
The TikTok has been viewed more than 13 million times. It sparked an outcry from social media users, who blanketed Ruby Tuesday’s Facebook, X and TikTok accounts with angry comments. Some said they would not return to the chain.
“Won’t be spending a cent until the damage done to Jeff is handled,” one person wrote on Facebook.
In a statement to Restaurant Business, Ruby Tuesday confirmed Cook’s firing and defended the decision. A spokesperson said:
“At Ruby Tuesday, our mission is to provide a welcoming environment and quality service experience to every guest. This past Christmas, we were proud to open more than 100 restaurants nationwide. Our teams across the country successfully served thousands of families, providing a holiday meal and a place to gather and celebrate.
While the vast majority of our restaurants managed a seamless and positive holiday experience, our Big Rapids, Michigan, location unfortunately did not meet the high standards of operational excellence and guest hospitality that we require. We take the operation of our restaurants seriously and have taken the necessary steps to ensure that the community receives the quality experience they expect and deserve from Ruby Tuesday.
We are incredibly grateful to the thousands of team members who made our national holiday service a success, and we remain dedicated to supporting our staff and guests at all of our locations.”
In the Jan. 9 video, Cook says he found a new job as a server at a different restaurant. In a follow-up after his first post went viral, he says he received hundreds of job offers from all over the country and thanks his viewers for their support.
Social media continues to be a double-edged sword for restaurant brands. Viral posts can help drive sales, as in the case of Chili’s Triple Dipper or Starbucks’ “Bearista” cups. But they can also have the opposite effect, as Cracker Barrel learned last year, when an online uprising over its new logo led to severe traffic declines.
A social media firestorm is the last thing Ruby Tuesday needs. The Maryville, Tennessee-based chain has been struggling for over a decade, with just one year of U.S. sales growth since 2009, according to Technomic data.
The pandemic was especially devastating. In 2020, Ruby Tuesday filed for Chapter 11 bankruptcy and closed more than half of its locations, shrinking from 436 stores to 220. At the end of 2024, the chain had 212 locations and annual sales of $288.4 million, per Technomic. It has been owned by private-equity firm NRD Capital Management since 2017.
Founded in 1972 in Knoxville, Tennessee, Ruby Tuesday was part of the first wave of casual-dining chains along with TGI Fridays and Steak and Ale. It serves American fare such as burgers, ribs and seafood. All of its restaurants are company-owned.
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