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1. Number of total domestic locations /Introduction

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The cheesecake factory was started in a Detroit basement in the 1940s by Evelyn Overton who made her own version based off of a newspaper cheesecake recipe. The cheesecake became so popular among people that she started a small bakery from her basement which she eventually gave up to raise her kids. In 1972 Evelyn reopened her bake shop named The Cheesecake Factory Bakery and started supplying 20 varieties of cheesecakes to local restaurants in Los Angeles. The first cheesecake factory restaurant opened in 1978 with an expansive dessert menu and which became a huge success. 

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The Cheesecake Factory, Inc. is a restaurant company and distributor of cheesecakes based in the United States. The company also operates the Grand Lux Cafe brand.  It currently owns and operates 294 restaurants throughout the United States and Canada under brands including The Cheesecake Factory®, North Italia® and a collection within the Fox Restaurant Concepts subsidiary.

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Today the company is listed on NASDAQ as CAKE

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Evelyn first chose to start a business after making a cheesecake for her better half's boss in 1949. She opened a little cheesecake shop in Detroit, Michigan, however taking care of her kids. She kept on providing cakes to a few neighborhood cafés through a kitchen in her cellar.

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In 2019, The Cheesecake Factory served more than 100 million guests and continued to grow by opening more restaurants both domestic and international. The Cheesecake Factory corporation also expanded new brands besides The Cheesecake Factory Restaurant. The company acquired Fox Restaurant Concept, North Italy and Flower Child brand for increase their capabilities to scale up and build those brands to become national brands. The Cheesecake Factory also developed their business to beverage services with Grand Lux Cafe. It also open its own bakery stores which focused on desert and bakery products.

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0. Number of international locations 

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           The Cheesecake Factory-branded restaurants are operated under licensing agreements in the United Arab Emirates, Kuwait, Saudi Arabia, Qatar, Bahrain, Mexico, the Chinese Mainland and Special Administrative Regions of Hong Kong and Macau. Through an exclusive licensing agreement The Cheesecake Factory, with Alshaya Group, had developed restaurants in the Middle East. Currently there are 15 restaurants in operation in Kuwait, Qatar, United Arab Emirates, the Kingdom of Saudi Arabia, Bahrain and Lebanon.

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The Cheesecake Factory currently has licensee agreements with three restaurant operators to develop and operate The Cheesecake Factory brand restaurants in selected international markets. Three license locations are Kuwait, Hong Kong and Mexico. The licensee in Kuwait also has the right to develop restaurants in Egypt, with the opportunity to expand the agreement to include Algeria, Hungary, Iraq, Libya, Morocco, Poland, Russia, Slovakia, The Czech Republic, Tunisia, Turkey and Ukraine. The licensee in Mexico has the right  to develop restaurants in Chile, with the opportunity to expand the agreement to include Argentina, Brazil, Colombia and Peru. The licensee in Hong Kong also  has the right to develop restaurants in Taiwan, with the opportunity to expand the agreement to include Japan, South Korea, Malaysia, Singapore and Thailand. 

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0. Average amount of money spent at Cheesecake Factory for a meal for a single person.

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Money spent at Cheesecake Factory in the United States for a meal for a single person is approximately $20 to $25 USD. Couple of months ago Cheesecake Factory had offered a week-long deal which included two double cheeseburger, two orders of fries, two soft drinks, and one slice of Oreo Dream Extreme Cheesecake. The total cost of this deal was only $20.

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Average amount of money spent at Cheesecake Factory per is close to $30 to $40 USD, The price is little expensive when compared to other restaurants because of the quality. Most of the people will have some drinks when they are having food in America.Price included for drinks as well with the food. Good place to have food with family with a reasonable price. 

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Some of the most commonly ordered dishes include a variety of cheesecakes, a good mix of vegetarian, chicken and beef entrees that cater to different customer choices. The menu choices cover a variety of fare ranging from east to west and the south mainly comprising of American, Italian and Mexican fare. Cheesecakes being their speciality, an average cheesecake slice costs anywhere between $6.95 to $8.95 USD. A full 10-inch Cheesecake costs anywhere between $55-$75 USD. The cheesecake factory is comparatively pricer than Olive garden and Chilli’s. The price range for the Cheesecake factory in Asia for an average meal per person is between $26-$39 USD. 

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0. Cheesecake Factory food and alcohol suppliers 

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The cheesecakes come from an actual Cheesecake Factory bakery located in California. The cheesecakes are supplied frozen to all the Cheesecake Factory locations where they are defrosted and thawed to room temperatures and served fresh to customers. The cheesecake factory’s sustainability approach comes from locally and organically produced sources including beef, seafood, chicken, dairy and vegetables. 

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Each restaurant’s management can decide the quantities of food and supplies required for their restaurant and orders the items from local, regional and national suppliers based upon specifications determined and terms negotiated at a corporate level. The purpose of this way is to maximize purchasing efficiencies make sure their food supplies will have freshest ingredients while obtaining competitive prices for the required quality and consistency,

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0. Factory’s average square feet and people capacity 

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Cheesecake Factory restaurants currently range in size from 5,400 to 21,000 square feet, provide full liquor service and are generally open seven days a week for lunch and dinner, including Sunday brunch. Dessert sales make up 15% of revenue. Each restaurant has about 170 hourly workers.

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On an average day the restaurant is filled to 90-95% capacity with 100% capacity over weekends. Now, with the pandmeic and restaurant guidelines in place due to COVID-19, the maximum capacity indoors is limited to 50% at any given time with 60% outdoor capacity with social distancing of 6 feet apart in place. 

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Cheesecake Factory is located in most of all shopping malls. It has full service at open hours including drinks. Menu is designed according to people who like cheese, it has cheese cakes, layer cakes and specialty items.  The staff will be around 20 to 25 people. The size of the Cheesecake will depend on the location. 

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Why is it a good idea for Cheesecake factory to expand its location into - We need to come up with a country - We can do India may be Delhi or Mumbai/Bangalore/Goa (Easy as most of us come from India and have an understanding for culture, spending theories, people and economic outlook etc. also the recent launch with Starbucks collaborating with TATA) 

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Expanding the operation to India and specifically, Mumbai has various benefits. The country has relaxation policies that support business activities in the country. The policies are also attractive to investors from different countries. Mumbai has relatively more relaxed regulations than the United States and that makes compliance cost lesser. Comparing the cost of living in Mumbai with other areas in the United States, where the company is based, Mumbai is less costly. Fewer costs of living in the country make the cost of labor affordable (Agarwal, Tatekar, Makwana & Sharma, 2018). The cost of labor in Mumbai is cheaper when compared to different states in the United States. Lastly, India has a large population and Mumbai is one of the most populated cities. A large population is a source of a large market for the factory’s products.   

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Cheesecake Factory can be expanded to India for a lot of reasons. Hyderabad is one of the cities to be considered because of the food lovers. Hyderabad got its own style of food but so many people moved to Hyderabad from different parts of India. Telangana governments are encouraging new companies to come. Business policies are simple and easy. IT is improving in the city so people from different countries are visiting Hyderabad. People like to taste western countries' food. The menu has to change according to Indian people. People like to have cakes and desserts so it will be profitable. 

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Reference

Agarwal, K. S., Tatekar, S. S., Makwana, N. V., & Sharma, A. A. (2018, January). Analysis of    labor efficiency and determination of the factors governing labor productivity in the    Mumbai Metropolitan Region. In 2018 International Conference on Smart City and Emerging Technology (ICSCET) (pp. 1-5). IEEE.

0. In collaboration with companies like Tata and Jio (?) need to dig on this a little and how that would help them venture into the Indian market

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As Starrbucks ventured into India in collaboration with Tata that helped Starbucks have a holistic approach to the Indian market, it would be interesting to deep dive weather The Cheesecake Factory should piggyback on an existing corporation or with their extensive acquisitions and corporations in UAE, Canada and South America, the Cheesecake Factory should make an individual entrance.

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The Cheesecake Factory . https://www.thecheesecakefactory.com/corporate-information/

Lutz, A. (2015, March 23). 4 reasons The Cheesecake Factory is crushing the competition. Business Insider. https://www.businessinsider.com/cheesecake-factorys-strategy-for-success-2015-3

Stiehl, C. (2019, January 11). 15 Surprising Cheesecake Factory Facts. https://www.eatthis.com/things-you-didnt-know-cheesecake-factory/

1. Cover Page 

2. Executive Summary  - (The introduction we wrote above should be good)

3. Target Customers (Millennials/older and younger generations, include social, economic,  factors of the city we plan to open Cheesecake Factory in India, Accessibility- would it be a good idea to open a cheesecake factory in malls in India like how they do it here in the US? Or should it be different and on a grander scale given the kind of audience we want to target?)

4. Unique Selling Proposition (wide variety of menu curated to Indian style, already an existing following and popular name, would it be a turnkey project or collaboration? To venture into the market and if so with whom? Creating jobs, sourcing local ingredients from farmers etc.)—

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5. Pricing and Positioning Strategy (Average cost of opening a cheesecake factory in India and which city, geographical importance to getting resources such as people, raw materials, produce, CA is the location where Cheesecakes ship from, to all over USA, what would be the position strategy for that (look up how it works in other countries where CF is located), what would be the average price of a meal, how much ROI can be expected based on investment)

 6. Distribution Strategy (Direct selling, Selling through intermediaries, Dual distribution; and Reverse channels, how do we have people come Cheesecake factory, sell CF specialities in only CF or sell it in supermarkets or gourmet bakeries in india, how it’s done here in Kroger/Marianos and other grocery stores, include raw material sourcing and distribution as well)-5xxxxxxx

 7. Promotions Strategy (Ways to promote and increase sales - use invite only initially to make it exclusive, then reservations/ tv and other electronic promotions/offers etc.) – 1xxxxxx 

8. Contingency Plans ( safety of employees, customers coming to dine, food hygiene, if CF fails in India or doesn't hit the target we desire what are the alternatives to mitigate that risk, how would we improve or try other methods of business revenue)