Identify Your Competitive Advantage Essay

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When was the last time you looked at a restaurant and wondered, “How do they stay open?” I wonder the same thing about The Cheesecake Factory chain restaurant, which is my favorite restaurant and the only restaurant in my city that offers a full menu of cheesecakes. Who doesn’t love cheesecakes? According to Consumer Picks, Cheesecake Factory ranks number one in the Casual-Dining segment for 2011 (Miller & Washington, 2013). The Cheesecake Factory has been around since 1971, owned by Evelyn and Oscar Overton. In 1978, the first official restaurant under the name of “Cheesecake Factory Restaurant” opened in Beverly Hills, CA by their son, David Overton. Since then, the restaurant has opened 150 locations in the United States and 20 locations in the Middle East (www.thecheesecakefactory.com, n.d.). Strengths The restaurant offers wide varieties of dishes. They have many tasty appetizers and healthy choice salads to choose from. They also have different dishes like pasta, pizza, burgers, sandwiches, seafood, steaks, chicken, specialty items, and, of course, their famous cheesecakes as desserts. They also try to introduce fresh dishes into the menu to keep up with consumer dining preferences and needs, as well as food trends, especially with healthy choices. For example, their ‘SkinnyLicious’ menu won 2012 Nation’s Restaurant News MenuMaster’s Award for “Healthful Innovations” (www.thecheesecakefactory.com, n.d.). Thus, I think having an extensive menu brings a wide-range customer base which creates growth in revenue for the company. Cheesecake Factory uses technology to enhance their daily operations. For example, the restaurant uses an automated front desk management system to help with seating, thus optimizes its seating capacity and speed of operations (Overton, 2009). It also uses the point-of-sales (POS) cash register system to maintain its

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