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Speaking last week at the Faegre Baker Daniels Franchise Summit in Minneapolis, Susan Beth, NRD's chief operating officer, noted in the subsequent two years since the firm took Ruby Tuesday private it's been focused on harnessing dormant devotion to the brand and improving the guest experience.

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It's not news to Susan Beth, COO of NRD Capital, that plenty of people questioned why the Atlanta-based private equity firm purchased Ruby Tuesday. When the $335-million take-private deal was announced last year, Beth said, all of her colleagues called and wondered why—they told her they hadn't even bothered to look at the book promoting the deal.