The Cheesecake Shop tempts new customers in-store

By Sarah Stowe | 18 Jun 2018 View comments

Inside Franchise Business: The Cheesecake Shop's latest customer initiativeDessert franchise The Cheesecake Shop is launching a National Cheesecake Month and plans to give away more than 100,000 cheesecake dessert cups on 23 June between 2-5pm at all their bakeries in Australia and New Zealand in a drive to bring in new customers for franchisees.

Last year the Free Slice Day in 2017 was well received by franchisees, and inspired The Cheesecake Shop to this year create a deconstructed Cheesecake Dessert Cup.

Peter Dable, general manager of marketing and operations, said “The events had an undeniably powerful effect on driving foot traffic into our stores and increasing customer numbers.

“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,” Dable said.

“Another key thing we are doing differently this year is that we are targeting the event exclusively 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.”

Franchisee Alpesh Kerai, from East Victoria Park in Western Australia, said “It should be a really good turn out this year and I’m really looking forward to the event.”