The Cheesecake Shop targets 12 new stores in 12 months

By Sarah Stowe | 02 Sep 2020 View comments

The Cheesecake Shop has a target of 12 new outlets to open within the next 12 months.

Brand new stores have opened during the pandemic, and there are three further under construction in New Zealand.

The 12 new stores across Australia and New Zealand will add to the existing network of 220 outlets.

While dine-in venues might be suffering under Covid-19 restrictions, hospitality chains like The Cheesecake Shop which are geared up for takeaway and delivery are forging ahead.

MD Ken Rosebery told Inside Franchise Business “We have a take-home catering product. Generally there’s a trend away from restaurants and venues, and more of a home pivot. If you’re having a birthday party you’re much more likely to have it at home and invite a few people you know. So that’s benefited our business. 

Overcoming the disruptions that hit most businesses in April, trading has generally been steady since then, he reports.

“It’s the category we’re in. We’ve also done a delivery and contactless pick up, and we’re working with Menulog. We had to move quickly to enhance our online offering and delivery, but there was already a trend to online ordering.”

While that puts pressure on franchisees to fulfil a cake order swiftly, it’s been good for business efficiencies, Rosebery says. 

Franchisees have improved their ordering habits, ensuring they never run out of core product.

“In our business you have to make the product and offer a seven-day-a-week service,” he says.

Digital innovations have helped smooth everyday processes for franchisees and staff in-store.

The Cheesecake Shop has introduced an online auditing system that encourages best practice and compliance. The business is also in the process of rolling out a new Point of Sale system which includes an in-house customer satisfaction rating tool.

“We work hard to make sure franchises are profitable. If you do the right thing, you get repaid. Franchisees recommend each other. We have a huge fan base in our franchisees, a lot of multi-site franchisees.”

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