Cheesecake Factory Essay

2059 Words9 Pages
Executive Summary The cheesecake factory is a well established restaurant in American urban areas. The restaurant is known for their large portions and even larger menu. They hire only the most qualified and professional staff making them a fancier full service, yet still reasonably priced establishment. * International expansion: The restaurant’s business plan is oriented mainly on the North American Market which lowers the level of global popularity. The reason of my suggestion for a bigger international chain is a well developed competitive strategy and the lack of cheesecake products in the rest of the world, in general. * Perception One weaknesses of The Cheesecake Factory is that they are not the number one choice for some customers, particularly families. People think of a fancy restaurant that is mostly about cheesecakes. They do not appeal to the customers looking for a family setting. This is also due to the higher prices at The Cheesecake Factory, large families may not be able to afford these prices. Broadening their public perception may invite new customers to their doors. * Benefits for frequent customers One suggestion is to start offering more benefits for frequent customers. This would keep them coming back and also create new frequent customers. One idea would be to start a “Cheesecake Club” where after so many pieces were bought a free piece of cheesecake could be obtained at their next visit. * Advertising The Cheesecake Factory currently does not advertise. One would never see a television ad or magazine page devoted to the restaurant. Currently they rely on news articles and word of mouth to bring in new customers. The new advertising strategy would greatly improve the amount of customers coming to The Cheesecake Factory daily. The Cheesecake Factory unlike any other restaurant provides

More about Cheesecake Factory Essay

Open Document