Tell Ruby Tuesday is a great initiative the company took to find out what customers think about the services and food quality. The customers do not have much time. They are busy in their lives and their work. The company decided to take the survey online to avoid any inconvenience of inviting them to survey. The customer can conveniently open their internet-connected devices and start taking the survey. Taking surveys helps because the customers get rewarded, and the company receives accurate details. The customers get a great opportunity to share their feelings and opinions about the company and its services. The company, on the other hand, gets good information about the customer's preferences. It helps the company improve its services.