INTRODUCTION
The Cheesecake Factory Incorporated is in the “Restaurant Industry.” It started in the 1940s in the home of Oscar and Evelyn Overton. The business was so successful that in 1971, they moved the cheesecake business to Los Angeles and named it “The Cheesecake Factory”. In 1978, their son David founded The Cheesecake Factory restaurant in Beverly Hills and 30 years later you can find their restaurant in towns and cities all over the United States with new businesses opening all the time.
They do not offer franchise or joint venture opportunities and have no plans to do so in the future. They own and manage all of the full-service Cheesecake Factory restaurants and presently do not have plans for international expansion. (www.thecheesecakefactory.com, About us)
PRODUCTS
The Cheesecake Factory is a unique, upscale casual dining restaurant offering approximately 200 menu items including appetizers, pizza, seafood, steaks, chicken, burgers, pasta, specialty items, salads, sandwiches, omelets and desserts including approximately 40 varieties of cheesecake and other baked desserts. All the menu items (except desserts manufactured at their bakery production facilities) are prepared on the restaurant premises using high-quality, fresh ingredients based on innovative and proprietary recipes. (www.thecheesecakefactory.com, About us)
CUSTOMERS
The Cheesecake Factory believes their restaurants are recognized by consumers for offering exceptional value with generous food portions at moderate prices. The restaurants possess a distinctive, contemporary design and decor that creates a high-energy ambiance in a casual setting.
COMPETITION
The restaurant industry is highly competitive. There are a substantial number ...