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PROMOTIONS | Staff Reporter, Australia
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The Cheesecake Shop lures new customers by giving away over 100,000 dessert cups

Free Cup Day is part of the brand's inaugural National Cheesecake Month celebration.

Over 100,000 deconstructed cheesecake dessert cups will be given at all their 212 bakeries in Australia and New Zealand on June 23, The Cheesecake Shop has announced.

The giveaway, named Free Cup Day, will take between 2-5pm and is part of the brand’s celebration of their inaugural National Cheesecake Month.

The Cheesecake Shop hopes to build on the success of their ‘Free Slice Day’ promotion last year.

“We have applied the key learnings from last year’s event to create an even better experience for both our customers and franchisees. One of the components of the promotion that has changed significantly for this year’s event is the product itself. Our Cheesecake Dessert Cups are easier to make, store and hand out which reduces the prep time for our franchisees and makes the event run smoother in store for customers as well,” General Manager of Marketing and Operations Peter Dable said.

The cheesecake brand adds that the event is specifically targeted to non-customers.

“We are strategically speaking to people who aren’t following us on social media, are not a part of our loyalty program and are likely to have never walked into one of our stores. Even the promo page we have set up on the website is somewhat ‘secret’ so that the page is only accessible to the specific group of people we are targeting,” Dable added.
Customers entering The Cheesecake Shop’s 212 bakeries for the event will also get a $5 off card in order to encourage them to visit before the end of July.

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