The Cheesecake Factory

Kylie

Alex

Lisa

Why The Cheesecake Factory?

Tradition of Quality

Versatile atmosphere

Variety Menu Flavors of cheesecake

Casual Dining Industry Trends

Decline in dining IHOP purchased Applebee’s for $38 million

Health

Adult Fun

Going Viral

Industry Information

27% decrease in eating out over the last 6 months

Health crave

Fruits and vegetables

Gourmet

Health regulations

Examples:

Domino’s

Red Lobster (Light House)

Health

As 2011 approaches, consumers have high hopes

Buffalo Wild Wings- Sports Bar

Applebee’s- Neighborhood joint

Adult Fun

Facebook deals

ZAGAT’S

groupON

Twitter

Going Viral

Competitors

History Founded in 1981-Buffalo, New York

Current Users

Even mix of males and females (18-24)

Locations 652 nation wide

Positioning Family sports bar (get away from normal life); good food, good drinks, great fun

Advertising Print, radio, TV (“You have to be here”)

History Founded in 1981-Geogria

Current Users

Woman 18-49, Older generations, males to “watch the game”

Locations 2,000+ world wide

Positioning 2 meals for $20; good value, low pricing

Advertising 2007 re-branded image towards younger crowd; WOW and name recognition

History Founded in 1969-Seattle, Washington

Current Users

Even mix between males and females (18-49)

Locations 400+ across North America (heavily populated on East and West Coast)

Positioning Casual, family hot spot with a fun atmosphere for the children

Advertising “Red Robin, yuuuuum”

“Answer the call”

ZAGAT’S #1 burger, 2010

Psychographics

Entertainment

Credit

Upscale living

Browsers

Target Audience

The “Sugar Mamas”:

Women 25-55

House hold decision makers with access to HHI ($75,000+)

Potentially have children

Quality seekers

Constantly on the go

Enjoy time with the girls!

The Situation

Communication Objectives

Establish an advertising presence as well as consumer awareness within the casual dining industry.

Inform target audience with respect to the variety of menu items and versatile atmosphere of The Cheesecake Factory.

Increase restaurant visits among our target audience by 15% in order to capture the dynamic space between family casual dining and casual dining with friends.

Reach and Frequency Objectives

During the 12-month span of our campaign, we hope to reach 75% of our target audience.

Advertisements should be seen at least 2-3 times per week in order to establish effect. Emphasis will be placed on the frequency of our billboard, print, and digital media presence.

Creative Strategy

Visual Elements Limited text

Stress quality and unique personality of The Cheesecake Factory “Factory Facts” “Come for Dessert, stay for the meal”

Media Plan Emphasis

(National Strategy)

Out-of-Home (OOH) 15%

Allocated Budget: $1,483,500.00

Billboards (Continuous) 57 located in central

Public bus hubcaps (Flighting) 62 buses

Print 10%

Allocated Budget: $3,105,720.00

3 magazines1. Better Homes and Gardens (Pulsing)

2. Food & Wine (Pulsing)

3. Family Circle (Continuous)

Television 15%

Allocated Budget: $5,038,000.00

30-second commercial spots Dancing with the Stars (Flighting) Modern Family (Flighting)

Scene 1

Scene 2

One thing my mother always told me was if you were going to do something, make sure that you do your best. When The Cheesecake Factory was founded in 1978, it was founded under that very idea.

Since our first dish was served, quality has been and always will be the emphasis of our existence.

Scene 3

Scene 4

Serving a wide range of food from cheesecake to steaks, I guarantee your dining experience will be one you and your family never forget.

With over 150 cheesecakes and a variety of fine foods to choose from, bring your friend; bring your family for any occasion. The Cheesecake Factory—Come for dessert, stay for the meal.

Online 30% Allocated Budget: $3,301,750.00

CONTINUOUS PRESENCE

Social Media Banner & Rich Media

Mobile Apps

Facebook Hulu.com Food network Nighttime

Twitter Fandago.com Pandora

Cafemom.com

Instyle.com

Mstewertliving.com

Banner Advertisement:

Rich Media Advertisement:

Online Ads

Non-Traditional 30%

Allocated Budget: $1,470,000.00

Aces of Cakes Sponsorship (Flighting)

The Cheesecake Factory Mobile App (Continuous)

Cheese Heads Rewards Club (Continous)

“If you were a cheesecake, what would you be?” (Flighting)

Free membership

Every $1 you spend= 1 reward point 250 points: $10 gift

card 500 points: $25 gift

card 1,500 points: $50 gift

card

Cheese Head Rewards Club

“If you were a cheesecake, what would you be?”

5 month campaign: August-December

Match personality traits with cheesecake ingredients/flavors

Viral Facebook & Twitter Mobile app Cheesecakefactory.com

Purchased for gifts or special occasions

FREQUENCY OBJECTIVES

REACH REQUIREMENTS

AWARENESS

KNOWLEDGE