One test tells a real ritual from a routine dressed up as one: would customers defend it if the brand quietly changed or dropped it, or would they simply not mind? Decide for each.
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If the brand removed this, customers would...
The test that separates them is resistance to substitution. A genuine consumption ritual has a script, an audience, and symbolic weight, so people defend it and feel wrong changing it (tamper with a beloved ritual and you get the disproportionate backlash brands know as the New Coke problem). A routine, however repeated, has no such hold: swap it and the customer shrugs (Rook, 1985).
So only behaviour that passes this test earns ritual-level investment. You cannot decree a ritual, you find and support the ones customers already defend, and you find them by watching what people protect, not by asking whether they have a "ritual". And they are local: what is sacred in one market is nothing in another.