The Cheesecake Shop's Outlook and 2013 goals
Ken Rosebery, The Cheesecake Shop's GM sits down with QSR Media to give us an update of the changes that having been taking place at the 200 + outlet QSR.
QSR Media: What might surprise people about the Cheesecake Shop?
Ken: That our franchisees actually bake and decorate the product themselves on premises. Another surprise, is that many of our franchisees have a strong and growing business in special celebration cakes – such as wedding cakes, where we offer exceptional value.
QSR Media: What are some of your short and long term goals?
Ken: Currently we are focused on a brand refresh designed to reinvigorate the business with updated branding and an extended and refreshed product range. At the same time we are committing additional training resources to our upgraded stores to improve overall standards. We commenced the program in 2010 and now more than 100 stores have been refurbished and upgraded – around half way. The pace of refurbishments is picking up and we expect to complete the entire network of nearly 200 stores by 2014. In the long term we are focused on a steady growth of the brand across Australia and New Zealand and reinforcement of our high quality high service image. We express this in our vision as being “The Nation’s best loved brand”.
QSR Media: How do you differentiate yourself from your competitors in the QSR "indulgent" category?
Ken: “We bake on premises” is a defining characteristic of our business model that differentiates us from competitors who offer a centrally baked lower quality product that is shipped to stores. Baking on premises offers a freshness and capacity to customise that sets us apart and supports our high quality positioning.
QSR Media: What are your top 3 priorities?
Ken: Complete the brand refresh, continue to refine our standards and product to support a fresh, modern and relevant offering and grow our network where good locations and sites can be found to support profitable franchisees.
QSR Media: What do you see as some of the challenges in the industry?
Ken: Finding high quality franchisees is always a challenge. At the same time our opening hours and business model offer an attractive alternative to the family unfriendly hours required at traditional bakeries and cafes.
