Cheesecake Factory Essay

834 Words Jul 19th, 2013 4 Pages
Robert L. Jett
7/21/2013
Identifying Your Competitive Advantage
Intro To Business
David Noland, PhD

Cheesecake Factory Inc was incorporated in Delaware on February 1992. The Company operates
161 upscale, casual, full-service dining restaurants under The Cheesecake Factory(r), Grand Lux
Cafe(r) and RockSugar Pan Asian Kitchen(r) marks. It operates two bakery production facilities hat produce baked desserts and other products for its restaurants and for other foodservice operators, retailers and distributors. It also licenses two bakery cafes under The Cheesecake
Factory Bakery Cafe(r) mark to another foodservice operator. The Company operates in two business segments, restaurants and bakery. Restaurants consist of The
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A weakness of The Cheesecake Factory is it doesn’t have too many ways of advertising their company. Their best ways of advertisements would be personal and web based. The
Cheesecake Factory has their menu on their website. This is good advertising because it is convenient for consumers. It also can be time consuming looking at the menu before you go, consumers may have an idea what they want before they even get to the restaurant. Personal advertising is wonderful too. You may know someone or heard someone talking about his or her experience at the Cheesecake Factory. Also, the company sells their cheesecakes in stores. This is advertising too because if you don’t have a chance to go to the Cheesecake Factory or live by the Cheesecake Factory you have a chance to taste their delightful cheesecakes.
There are so many ways to advertise for restaurants. Denny’s, Bob Evans, Eat ‘n Park, etc. have so many commercials, billboards and restaurants all over the country. The Cheesecake
Factory is more personal. They don’t have any commercials, billboards, etc. Most of their 17 advertising comes from word of mouth, others experiencing the dining or buying the cheesecakes in stores. On their website they do have current and old press releases going back to 2003. Along with the press releases, that has stock information, financial

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