Swot Analysis Of The Cheesecake Factory

1217 Words 5 Pages
Background

The Cheesecake Factory is an upscale casual dining concept that offers over 200 menu items including appetizers, pizza, seafood, steaks, chicken, burgers, pasta, specialty items, salads, sandwiches, omelets and desserts, including approximately 50 varieties of cheesecake and other baked desserts. Grand Lux Cafe and RockSugar Pan Asian Kitchen are also upscale casual dining concepts offering approximately 200 and 75 menu items, respectively.

The mission statement of the company is “To create an environment where absolute guest satisfaction is our highest priority”

The company’s vision is crystal clear “Through a shared commitment to excellence, we are dedicated to the uncompromising quality of our food, service, people and profit,
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Their extensive menus already compromises of cultural dishes, but they can extend it further by adding ‘Asian’ dishes in their menu, making them more as international cultural dining restaurant. They generally update and reprint menus twice a year, instead they can increase the frequency of the innovative product offerings and get more of cultural dishes targeting to Asian and Middle East countries. This will help them to increase the brand appeal and likability in international markets

TCF can enter into health segment and would be an excellent opportunity for changing its unhealthy image associated with high calorie dairy and bakery products such as cheesecakes, baked deserts, etc. For instance they can expand their Skinnylicious menu further into healthy options of main dishes rather than sides dishes as they do it presently.
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TCF has a great opportunity in exploring SoLoMo (Social, Location and Mobile) communication medium to increase awareness and loyalty. They can give targeted “Next Best Offer” (NBO) promotions to their loyal and potential customers. For instance, Yelp and Foursquare are huge social medium platforms for retailers and restaurants to offer NBO to their customers. They can offers promotions or discounts to those who “checked in” to the restaurant or nearby places.
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• Creating The Cheesecake Factory as an international brand and increasing its awareness with innovative marketing tactics

Overall Strategies

• Develop the brand image/ appeal of The Cheese Factory customers internationally by repositioning it as an International Cultural Dining Restaurant
• Leverage on the strengths that are innovative menus, high quality experience and ambiance
• Create brand awareness by investing in advertising
• Communicate to the customers by targeting them using the social medium platforms and interacting with them at all touch points

Product Strategy:

TCF can reposition itself as an International Cultural Dining Restaurant and build a strong brand image in an international market. They can add more dishes in their extensive product line that focus on Asian and Middle East market. This will not only build international brand appeal but will also help to attract American Customers who consider TCF as only high end casual dining

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