Here's the real reason why The Cheesecake Shop linked up with Red Cross
It's the brand's first charity venture.
The Cheesecake Shop recently announced its partnership with the Australian Red Cross to help raise funds for the organisation. The brand will be involved with the Big Cake Bake initiative this coming August, a fundrasing campaign initiated by the Red Cross three years ago
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Below is a Q&A with Peter Dable, National Marketing Manager of The Cheesecake Shop.
QSR Media: What drove the brand to enter in this partnership with Red Cross?
Dable: The Cheesecake Shop has not had a partnership with a charitable organisation in the 20 years of franchise operations. As an organisation we felt it was important to make a financial contribution back to the community.
A number of organisations were considered over a 12 month period but we found that the Australian Red Cross was most aligned with our values and makes a significant contribution to the lives of Australians and international aid alike.
The Australian Red Cross is in its 100th year next year and we are proud to be a partner with them.
QSR Media: Tell us more about what's behind the concept of the Big Cake Bake campaign.
Dable: The Big Cake bake is an initiative that was founded by The Australian Red Cross three years ago as a key fundraising event for the organisation. It ties in nicely with the traditional roots of fundraising by baking and selling cakes, bringing people together and fostering community spirit and contribution.
The alignment of this event with our brand is a perfect match. The Cheesecake Shop’s 180 bakeries nationwide are registered fundraisers for the month of August and some stores are showing interest in holding their own events in store.
All stores will have fundraising collection boxes, so please visit a store in the month of August and make a donation.
QSR Media: What are the top three goals of this partnership?
Dable: To raise $160,000 over 2 years.
To raise awareness of the Australian Red Cross via our website (30,000+ unique visits per week), our 60,000 Facebook fans and database of 200,000 online members.
To assist where we can with contra contributions for events, disaster relief and local initiatives that our franchisees can participate in
QSR Media: Will there be any upcoming projects linked with this campaign that customers can look forward to?
Dable: The Big Cake Bake is an annual event with the official date of August 26. However our stores will be raising funds throughout the entire month. We hope to be involved in other initiatives throughout the year and plan to be a fundraiser in our 180 bakeries over the next 2 years.
QSR Media: Any other comments?
Dable: Visit www.bigcakebake.org.au to register. Buy some cakes from www.cheesecake.com.au. Raise funds and give generously. Thank you for the opportunity to be interviewed to raise awareness of this fantastic initiative.
