Advantage Competitive: the Cheesecake Factory

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The Cheesecake Factory history began in the late 1940’s, when Evelyn Overton decided to start a business with her husband, Oscar Overton, after family and friends praised her cheesecake recipe. The Overton family opened a small cheesecake shop in Detroit, Michigan. Unfortunately, to raise their two children, Evelyn and Oscar closed the shop. By 1972, their children were all grown up, Evelyn and Oscar decided to open their very first store, “The Cheesecake Factory” in Los Angeles, California. During this difficult time, Evelyn managed the kitchen and office, while Oscar took care of the selling. Their reputation and sales grew in 1975 which marked the beginning of the most productive of their business accomplishments. Until now, the Overton family operates more than 162 restaurants. To strengthen their company, The Cheesecake Factory offers extensive menu and bakery products. On top of that, to increase their organization, the company uses massive technologies to strengthen their restaurant’s operations. Conversely, with the relatively small scale of operations compare to their competitors, marked the weakness of the company. Another weakness of the company is the increase in expenses which affected their margins. To improve the company’s market position and minimize the weaknesses, the company should open new restaurants and expand internationally. Despite the weaknesses, the Cheesecake Factory still has the strong presence in the United States market due to their solid history and background. With their extensive menu, which offers over 200 items in the menu, including appetizers, entrees, and desserts. To strengthen their menus, the brand updates its menu twice a year to support their surveys and needs, also to update the nutritional awareness. Add on to that, the company has over 70 varieties of cheesecake and desserts. Fortunately, with extensive and wide

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