THE CHEESECAKE FACTORY

MARKETING PLAN FOR EXPANSION TO AUSTRALIA

EXPANDING TO MELBOURNE & SYDNEY

Sydney Melbourne

TARGET MARKET

According to Huffington Post, “Casual Dining chain The Cheesecake Factory wasn't only the top choice in the overall consumer picks survey, it also topped the list for the following groups: - Women - Matures (Defined in the survey as those born in 1945 or earlier) - Two income level groups: less than $25,000 and $25,000-$49,999. (P. 1)Ruggless said, “The Cheesecake Factory, the No. 1 Casual-Dining chain for the second consecutive year…Bonefish Grill taking second…. P.F. Chang’s to a third-place….The Cheesecake Factory took the top spot in the attribute rankings of Menu, Variety and Reputation.” (P.1)But mostly one thinks the consumer is looking for affordable price food with “Menu, Variety, and Reputation.” (Ruggless, 2013)

THE CHEESECAKE FACTORY TOP RESTAURANT

MORE DEMOGRAPHIC INFORMATION ON CONSUMERS OF THE CHEESECAKE FACTORY

SIZE OF THE TARGET MARKETSYDNEY

• City of Sydney.com.nsw.gov.au, “ The City of Sydney, often referred to as “the City”, is one of the largest and fastest growing local government areas in Australia.

• Between June 2014 and June 2-15, the City was the largest and third fastest growing local government area in NSW….

• On any give day, an estimated 610,000 day visitors and students come to the City to shop, be entertained or inspired, to learn, to visit friends and/or to conduct personal or corporate business….

• In 2011, almost half of the City’s residents were aged between 18 and 34 years of age…• Baed on industry mix and relative occupational wage levels its estimated that economic activity

(GDP) generated in the City in 2014/15 was approximately $110 billion…• The second largest industry of employment was cafes, restaurants and takeway food services (4.1%)

(P.1)

SIZE OF THE TARGET MARKETMELBOURNE

• According to City of Melbourne.com, “Melbourne is famous for it fashion, food and bars….” (p. 2)

• A 2.9 per cent growth in daily population to the city between 2012 and 2014 suggests Melbourne lives up to its reputation as a great place to work, visit, socialize and reside despite global financial uncertainties. ..In a snapshot of an average weekday in 2014, we estimate approximately 854,000 people (residents, commuters, visitors and under 15 years combined) travelled to, or were present, in our municipality.” (P.3)

City of MelbourneFigure 24. Trip Activities while Travelling to the City for Regional Visitors in 2014 (excludes those whose main trip purposes are work and study

related)Source: Tourism Research Australia, NVS Overnight and Daytrip Year 2014.

Activities Percentage

Eat out at a restaurant or cafe 85.7Visit friends & relatives 45.7

Go shopping for pleasure 41.7

Sightseeing/looking around 16.9

Pubs, clubs, discos etc. 15.2

Visit museums or art galleries 10.8

Attend an organised sporting event 10.6

Attend theatre or performing arts 10.6

Go to markets 9.7

CITY OF MELBOURNE – PART OF TARGET MARKET SIZEFIG. 15 WORKERS’ SECONDARY ACTIVITIES FROM PG. 17

Activities Percentage workers

Dining at a café or restaurant

26.3

Shopping in central Melbourne 16.9

Buying take away food or drinks 14.9

Visiting or meeting up with friends or relatives 12.2

Visiting a bar, pub or nightclub 6.9

Sightseeing 4.2

Work-related activities 3.7

Going to gym, health club, baths, day spa 2.7

RESOURCES NEEDED TO IMPLEMENT PLAN

• Unique marketing plan, use mostly Positive “Word of Mouth” (annual report, 2015)

• Another way “Social Media”, Facebook, Twitter, Pinterest• Public relations, “National Cheesecake Day”• For Grand Opening strive for support from local radio and television• Gift cards sold at third party retailers• Neighboring business make them aware, such as hotel concierges

REACHING OUR MARKETING PLAN

• Plan Grand Opening• Utilize the marketing tools that have worked in the past (see slide 10)

• Grand Opening Media budget for 2015 was $5.0 million (annual report, 2015)

SEEKING TO ACHIEVE VISION

Achieve vision by how receptive consumers are to the new locations. Spread the news about new locations through media as PR. PR is free way of advertising. Try to get plugs wherever radio and television. Maybe a news station they always give business plugs about grand openings of businesses. Interviewing General/regional managers on talk show host.

Making an offer or special to grab ones attention. i.e. National Cheesecake day

MEASURING MARKETING STRATEGY

• The only way to tell if your marketing and advertising efforts worked is to see if what happens the first year of opening.

• Also how well one did at special events such as Grand Openings and also National Cheesecake Day.

LEADERSHIP AND INNOVATIVE QUALITIES APPLIED FOR MARKETING STRATEGY

• David Overton as President and Founder sets the bar high for the quality of product and expectations from employees.

• It is my belief that as things have progressed with, The Cheesecake Factory they have been able to maintain high quality service and products based off their leadership it has trickled down from the top.

• Even though, they continue to expand and the difficulties come from international markets and being able to duplicate the same quality of ingredients by just making the bar that much higher.

WORK CITED

Works CitedLutz, A. (2015, March 23). 4 Reasons The Cheesecake Factory is Crushing the Competition. Retrieved from Business Insider: http://www.businessinsider.com/cheesecake-

factorys-strategy-for-success-2015-3n.a. (2014-2015). Melbourne Retail and Hospitality Strategy. Retrieved from City of Melbourne: http://www.melbourne.vic.gov.au/about-council/vision-goals/Pages/annual-

plan-budget.aspxn.a. (2015). 2015 The Cheesecake Factory . Calabassese: The Cheesecake Factory.n.a. (2015). Daily Population Estimates and Forecasts. Retrieved from City of Melbourne: http://www.melbourne.vic.gov.au/about-council/vision-goals/Pages/annual-plan-

budget.aspxn.a. (n.d.). Favorite U.S. Casual Dining. Retrieved from Huffingtonpost: http://www.huffingtonpost.com/2012/08/10/chain-restaurant-demographics_n_1760610.htmln.a. (n.d.). The City at a glance. Retrieved from City of Sydney: http://www.cityofsydney.nsw.gov.au/learn/research-and-statistics/the-city-at-a-glance/metropolitan-sydneyRuggless, R. (2013, March 25). Consumers Picks 2013: Cheesecake Factory Edges out Casual Dining Competition. Retrieved from Consumers Pick:

http://nrn.com/print/consumer=piccks/consumer-picks-2013-cheesecake-factory-edges-out-casual-dining-competition