Executive Summary
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Executive Summary The Cheesecake Factory is a well-­‐ established and high grossing American restaurant chain with 168 locations across The United States and sales of $185 billion from October 2012 to October 2013 (Hodson, 2013). We are proposing 1 location be brought to Toronto Ontario, to Yorkdale Shopping Centre, one of North America’s highest performing shopping centres with sales of over $1300 per square foot (Cortellucci, 2013). The Cheesecake Factory recently expanded to open 3 locations in the Middle East: 2 Locations in Dubai and 1 in Kuwait, and plans on opening a minimum of 12 locations in Latin America; The Cheesecake Factory is no stranger to expansion abroad (Kowitt, 2013). Demographically, Toronto is a prime destination to open a location of The Cheesecake Factory. Torontonians lead fast-­‐ paced lives and hold dining experiences in high esteem. Yorkdale Shopping Centre is about to begin a $331 million dollar, 298,000 square foot expansion, to be completed in the fall of 2016. Anthony Casalanguida, CEO of the shopping center, announced the expansion in April of 2013, highlighting the need to expand to incorporate a number of first-­‐to-­‐Canada brands. Casalanguida announced “The new expansion makes it possible for us to continue to provide the very best experience for our shoppers by bringing in the most in-­‐demand retailers from around the world” (Kaiser, 2013). Yorkdale has long been the chosen point of entry for international retailers entering the Canadian market, making The Cheesecake Factory’s first Canadian location a seamless fit for Yorkdale Shopping Centre (Kaiser, 2013). 1 This one year Integrated Marketing Communication plan includes communication objectives, strategies, a creative platform, and details on how, when, where, and why money will be invested to bring The Cheesecake Factory to Yorkdale Shopping Centre, Toronto. The opening of The Cheesecake Factory Toronto will be done within a budget of $5,000,000, allocated towards land, building, and decor, kitchen equipment, labor and supplies, and advertising and marketing. The marketing efforts of our plan include the use of billboards, signage within Yorkdale Mall, and interactive Internet-­‐based social media. The Cheesecake Factory Toronto will employ marketing tactics already successfully mastered by their American counterpart to promote the first and only Canadian location. As The Cheesecake Factory is a newcomer on the Canadian restaurant scene, it will need to establish itself in order to be successful. flavors of cheesecake, and Oscar had expanded the business to cover wholesale accounts all over California, complete with delivery trucks and drivers. Oscar and Evelyn’s son David founded The Cheesecake Factory restaurant in Beverly Hills in 1978. The Overton’s had no previous experience running a restaurant but were committed to providing an excellent dining experience for their guests. They premised the restaurant on “generous portions with unlimited, inventive menu selections all made fresh with quality ingredients and served in a warm and casually comfortable setting” (The Cheescake Factory). Today The Cheesecake Factory operates over 168 locations across the United States and as previously discussed, is expanding to include the Middle Eastern and Latin American market. The corporation is still run by David M. Overton, son of the original founders, Oscar and Evelyn (Kowitt, 2013). Oscar and Evelyn Overton created the original “Cheesecake Factory” in 1972 as a 700 square foot store in Los Angeles. Evelyn was responsible for baking all of the cheesecakes with her secret recipe, while Oscar concentrated on sales and building new accounts. By 1975 business was booming for the Overton’s. Evelyn had created over 20 Review of Marketing Plan H istory of Corporation With the heavy amount of cross-­‐ border travel between Canada and The United States, we can assume that many Canadians, have heard of and/or have dined at The Cheesecake Factory. The closest location to Toronto is in Buffalo New York, a popular shopping destination among Ontarians. This existing familiarity with the brand will ease The Cheesecake Factory’s expansion into the Toronto market and lessen the amount of advertising necessary. Advertising for The Cheesecake Factory Toronto will be organized in coordination with that already being used by The Cheesecake Factory USA. The company uses basic advertisements with little to no wording besides The Cheesecake Factory logo. The advertisements are premised on the restaurant’s large portion sizes, yet rarely show any food besides slices of 2 cheesecake. The types of advertisements include mall signage and full-­‐size billboards depicted as a piece of cheesecake with the wording “almost actual size.” See Appendix A for examples (O’Dell & Pereira, 2012). In the Toronto market, specifically in and around Yorkdale Mall, we can assume The Cheesecake Factory’s direct competitors to be restaurants of a similar food quality, price range, and dining experience. These would include: Pickle Barrel Grand, Milestone’s Grill & Bar, Moxie’s Classic Grill, Joey Yorkdale Restaurant, and Rainforest Café, all of which are located within Yorkdale Shopping Centre (Yorkdale, Restaurants). The Cheesecake Factory’s indirect competition would include the 19 fast-­‐food restaurants located in Yorkdale’s Dine on 3 collection of eateries, including: A&W, KFC, Jimmy the Greek, Thai Express, etc (Yorkdale, Dine on 3). The Cheesecake Factory showed a firm understanding of consumer buying behavior when the company reacted to on-­‐going criticism of their unhealthy menu, and consumer driven desires of dining out while still living a healthy lifestyle. The company went against their philosophy of generous and hearty portions [read: high-­‐calorie] by introducing a “Skinnylicious” menu in August of 2011, offering options with lower calories but the signature great taste that The Cheesecake Factory is known for. A USA today article likens this change to “the cosmic equivalent of Chuck E. Cheese adding a quiet zone” (Horovitz, 2011). CEO Overton justified the move by adding “it’s what America wants. When you’re in this business you have to please as many people as you can” (Horovitz, 2011). It is this understanding of consumer desires that has made and continues to make The Cheesecake Factory so successful. Brand Review Size The Cheesecake Factory currently operates 168 full-­‐service upscale casual dining restaurants in the United States and 2 bakery production facilities in Calabasas, California and Rocky Mount, North Carolina (Cheesecake Factory [Cake], 2013). • 14 under the Grand Lux Café brand (upscale designed locations) • 1 under the RockSugar Pan Asian Kitchen brand CEO David Overton shows no signs of slowing down, “…he [David Overton] refused to franchise. His plans for the future depended on accelerating the number of restaurant openings and developing new bakery products and customers” (The Cheesecake Factory INC, 1997). Growth The Cheesecake Factory Incorporated (NASDAQ:CAKE) has shown continual growth in the marketplace; “the $2.3 billion market cap restaurant chain had managed to post a 3.4% increase in sales during its 2Q on a quarter on quarter basis” (Hodson, 2013). Hoping to keep this growth on the rise, The Cheesecake Factory’s chain has made the strategic decision to keep adding more restaurants in select markets. The company hopes to add 8 to 10 new company owned restaurants in the United States by the end of 3 the 2013-­‐year. The Cheesecake Factory tends to gravitate towards placing its restaurants in or around busy shopping malls or districts to help promote this growth. CEO and Chairman of The Cheesecake Factory, David Overton, describes the ideal location to place his family’s restaurants: “Scour large metropolitan areas to find ‘trophy sites’ offering high visibility, easy access, and close proximity to traffic-­‐builders like shopping centers and tourist attractions” (The Cheesecake Factory INC, 1997). In 2011, The Cheesecake Factory Inc. announced that they were entering an exclusive licensing agreement with the Kuwait-­‐based Alshaya group to build and operate The Cheesecake Factory restaurants in the Middle East. This agreement includes the development of 22 new restaurants over the course of five years in five different countries (United Arab Emirates, Kuwait, Bahrain, Qatar and the Kingdom of Saudi Arabia)(Peters, 2011). David Overton stated that this Middle East expansion is only the beginning of restaurant’s “global growth strategy”: “The Cheesecake Factory is an iconic brand and a consumer favorite, not only in the United States, but by reputation across the globe” (Peters, 2011). 4 SWOT ANALYSIS Strengths • Yorkdale Mall is already undergoing a $331 million expansion to be completed by 2016: potentially looking for restaurants and stores to fill the 289,000 square feet of retail space being created • Yorkdale Mall is very busy; plenty of on-­‐ foot walk by traffic • Yorkdale Mall is located within the GTA, and easily accessible and visible from the 401 highway • Yorkdale Mall is part of the TTC, GO Transit, and York Region Transit systems: reaches a demographic of people without vehicles Weaknesses • There is a food court in Yorkdale Mall already (contains 18 fast-­‐ food restaurants and 9 dine-­‐in restaurants) • Shoppers may not want to take the time to enjoy a sit down meal while shopping • Opening a Cheesecake Factory in Canada has never happened before; nothing to base predictions off of • Guests may not like the larger portioned meals • Very few healthy options on the menu Opportunities • More American restaurants could open in the Canadian market giving more restaurant variety • Potential for other Cheesecake Factory restaurants to be opened within the Canadian market Threats • Restaurant businesses are a volatile environment • Guests may choose to eat at pre-­‐ existing Yorkdale Mall restaurants (including Moxie’s Classic Grill, Pickle Barrel, Rainforest Café, Milestone’s Grill and Bar) 5 Marketing Position The Cheesecake Factory restaurant chain makes their mission statement very clear: “To create an environment where absolute guest satisfaction is our highest priority”. If this statement wasn’t clear enough, the restaurant further clarifies their goals and objectives in their vision statement: “Through a shared commitment to excellence, we are dedicated to the uncompromising quality of our food, service, people and profit, while taking exceptional care of our guests and staff. We will continuously strive to surpass our own accomplishment and be recognized as a leader in our industry.” The corporation certainly has lived up to their marketing objectives by creating a restaurant where families, couples and singles can gather in an upscale casual dining environment without paying fine-­‐dining prices. The Cheesecake Factory has created their menu pricing whereby guests pay more than they would at fast food or casual dining restaurants, however for the quality and portion sizes they provide, you won’t find anything comparable. The Cheesecake Factory’s menu has over 200 selections, offering pasta, burritos, steaks, seafood, pizza, burgers, omelets, sandwiches, salads, fajitas, ribs and vegetarian dishes. Their list of desserts include hot fudge sundaes, fresh fruit, cakes, apple dumplings and of course cheesecakes (The Cheesecake Factory INC, 1997). With this enormous menu, The Cheesecake Factory does not limit their target market; rather, they have succeeded in making their restaurant’s dining experience something that anyone can enjoy. IMC Objectives As a result of the on-­‐going success of The Cheesecake Factory throughout the United States, it is our belief, that bringing the restaurant to Canada – specifically the Yorkdale Shopping Centre in Toronto-­‐ will be a huge success. Located northwest of downtown Toronto, Yorkdale Shopping Centre contains over 250 stores and is considered the fifth largest shopping mall in Canada. It is easily visible when travelling both East and West on the 401 highway and is part of the Toronto Transit Commission (TTC) and GO Train routes, making it accessible to consumers in or around the Greater Toronto Area. On April 8 , 2013 the Yorkdale Shopping Centre announced a new 298,000 square foot expansion to be completed by Fall 2016. This would be an ideal time for The Cheesecake Factory to be built at the shopping center because construction is already taking place. The re-­‐opening of the mall would also serve as extra advertising for The Cheesecake Factory by intriguing guests before even opening. The Cheesecake Factory brand aligns well with our potential customer decision-­‐making process. Buyer-­‐Behavior-­‐ The Decision Making Process • Problem Recognition: Generally, after a long afternoon of shopping and walking around a large mall, guests are tired and feel the need to sit down, relax and enjoy a meal • Information Search: Guests will want to stay within or nearby the mall because it is close by. Won’t worry about parking or having to walk. This is when guests will turn their attention to the restaurant choices in or around the Yorkdale Shopping Centre. • Evaluation of Alternatives: Guests will decide between fast food or a sit down meal; here, The Cheesecake Factory’s size and reputation will set them apart from well-­‐known restaurants like Moxie’s or Milestones which both th 6 • • have high price points and have been in Canada for years. Purchase: Guests will decide on a restaurant and enjoy a meal Post-­‐Purchase Evaluation: After guests have paid and left The Cheesecake Factory, it is our hope that they will want to return next time they shop at Yorkdale Shopping Centre. Creative Strategy As it stands, Yorkdale Mall is Canada’s premier shopping centre, located in the heart of the greater Toronto area. Yorkdale is also the home and many first-­‐ in-­‐ Canada stores, including J. Crew, Burberry, White House Black Market, John Varvatos and Tory Burch (Yorkdale, 2013). The mall raised $1 billion in retail sales between June 2012 and May 2013 (Yorkdale, 2013). Advertisements throughout the mall and through various media outlets have been the leading source of publicity for these companies. Additionally, each marketing strategy used by the listed companies has been personalized and specific to their brand image. The first Cheesecake Factory advertising campaign was launched in 2012 by Pereira & O’Dell advertising agency. Instead of using paid advertising to entice customers, the Cheesecake Factory took a more word-­‐ of-­‐ mouth advertising in the past. The campaign resulted in an immediate increase in sales in the US market and the ability for additional cities to test this marketing strategy (O’Dell & Pereira, 2012). As this was the first marketing campaign done by the Cheesecake Factory, it is clear that this campaign is both creative and true to the philosophy of the company. The promotional plan for the Cheesecake Factory in Yorkdale mall will be executed through the integration of billboards, interactive and internet-­‐ based social media components. Our creative strategy is based on promoting the delicious food and cheesecake, while paying detail to its large menu and portions, which the company is known for. The creative strategy for the Cheesecake Factory marketing communication is to be simple, yet powerful and large. This will be executed by having all promotional components be simple in design with oversized imagery in order to be eye-­‐ catching (Appendix A). The rationale behind this tactic corresponds with both previous advertising by the company and the large menu and portions that make this franchise stand out above the rest. It will maintain and build on the company’s brand image in order to attract new customers as well as those from Canada who have visited locations in the United States of America. The Cheesecake Factory presents delicious variety and elegance in their restaurants, which the marketing will aim to achieve. The Cheesecake Factory uses a trademark font and colour of either gold or 7 auburn for the title of the restaurant whether it is on billboards, the entrance of the restaurant or on any merchandise located inside the restaurant. In order to attract the public, the use of this logo will be placed on any advertising medium in order to continue the tradition and recognition. Additionally, a creative strategy of using the image of a slice of cheesecake on media advertising is a marketing strategy that has worked excellently for the brand (O’Dell & Pereira, 2012). Not only does the image of cheesecake represent the name of the company but also it is unique to the restaurant in that it is a representative symbol of the brand. M edia Recommendations It is clear that the advertisement strategy employed by the Cheesecake Factory in 2012 was successful, as the company was able to both increase sales and consumer awareness. In order to be truly successful in opening up a new chain of this store in Yorkdale Mall, our team must properly execute the creative strategy as previously explained. With the Cheesecake Factory currently holding multiple locations in thirty-­‐ seven states in the United States, the Cheesecake Factory has become a familiar chain to both American citizens and Canadian tourists (The Cheesecake Factory, 2013). Awareness of this brand has also increased due to its prominent appearance on the hit television program The Big Bang Theory. The television program, which began in 2007, is based on the lives of four male scientists and their beautiful female friend. The female lead “Penny” is employed as a waitress at the local Cheesecake Factory, which becomes a regular destination spot for the characters on the show. The significance of this program to the Canadian market is that The Big Bang Theory was rated the number one television program in 2012 with 3.2 million viewers per week (CTV, 2012). Exposure of this brand to the Canadian market through this television program will only help marketing efforts for the restaurant. Canadians that are familiar with the chain, as a result of watching the TV show, will be more inclined to make a visit due to their increased exposure. For the remainder of Yorkdale visitors that are not familiar with the restaurant chain, other elements of our creative strategy will be implemented in order to further entice guests. As previously mentioned in the creative strategy, the Cheesecake Factory takes a simplistic yet exaggerated approach to their advertising campaign. The majority of advertising in this campaign will be placed within the mall and its surrounding area. Additionally, all advertising will be targeted towards the general public, as the Cheesecake Factory does not have a target age demographic, instead it is a restaurant open 8 to everyone! We will first employ billboards that will be placed strategically both inside and outside the mall. The billboards located indoors will be placed three months prior to the stores opening. This time frame is being employed in order to maximize advertising time and to properly ramp-­‐up the launch of this location. These billboards will include the information as described in the previous section and will be placed in two separate locations where advertising is most visible (Appendix B). The reason for the specific location of these billboards indoors is the locations are central and will be eye-­‐ catching making it difficult for shoppers to look away. In the surrounding area, there will be additional billboards placed outside of the mall to attract those driving or walking past Yorkdale. These billboards will be placed on Dufferin Street, which is a busy road morning, day and night (Appendix C). In addition, these advertisements will be put up two months before the opening of the restaurant for those passing to know well in advance when they can dine. A further creative strategy for advertising that will be effective in creating awareness of the opening of the Cheesecake Factory in Yorkdale Mall will be made through an interactive experience in the mall that will be turned into an edited video and posted online. The Cheesecake Factory in 2012 created a viral video that attracted many customers through a simple interactive experience. This form of advertising will take place a month before the opening of the restaurant to remind shoppers that the time is fast approaching. The Cheesecake Factory will fill up various gold and auburn balloons with the company logo on it. Inside the balloons, a liquid scent of the various cheesecakes available at the restaurant will be put inside the balloons with a coupon for customers to receive a free slice of cheesecake (Appendix D). This interactive approach will reach large audiences, as it will be posted on both the Twitter and Facebook page, which are two of the most effective media outlets (Appendix E). As the Cheesecake Factory is welcoming for all age demographics, Twitter and Facebook will be cost effective advertising that creates awareness for the brand on a large scale. Facebook as of 2013 has over 1 billion advertisers using the website (Facebook, 2013), while Twitter has over 554,750,000 users and 190 million visitors per month (Statistics Brain, 2013) making the two relevant media outlets that can target large audiences. The above media recommendations will be most effective in advertising for the first Canadian Cheesecake Factory in Yorkdale Mall. The creative strategies created are cost effective and will entice visitors of various age groups to the restaurant. 9 B udget Whether its launching your very first restaurant or opening a new location for an existing restaurant concept, costs are going to run very high and can be drained quickly and effortlessly. An industry survey by RestaurantOwner.com, August 2011, reports that the average startup cost for restaurants that requiring the purchasing of land ran $700,866. However, factors like geographic location, décor and interior (which include tables and chairs, bar areas, wait stations, lighting and wiring for music) as well as other elements, are all variable expenses that in our case, may run higher than average. Below, we describe the breakdown of restaurant cost elements and budget allocation. The budget dissection for The Cheesecake Factory’s entry to Canada at Yorkdale Mall is based on a total of $5million. Land, Building, and Décor When budgeting for a restaurant, most entrepreneurs break down the cost into price per square foot. A typical restaurant needs about 4,000 square feet, however The Cheesecake Factory is not “typical” in any respect (Huebsch, 2013). The Cheesecake Factory utilizes a variety of restaurant sizes ranging from 7,000 – 17,000 square feet. Corporate associates at The Cheesecake Factory have expressed their expectations for future locations to vary from 8,000-­‐ 10,000 square feet in order to better satisfy markets and to delivery an above required return on investment (The Cheesecake Factory, 2013). Assuming we purchase land, we can expect to spend between $65 and $285 per square foot. If we opt to lease or rent land, we can reduce property costs down to $50 to $180 per square foot. With selected restaurant square footage of 8,500 to accommodate 230 guests, purchasing land and building would consume approximately $2,550,000 of our budget (8,500 square feet multiplied by $300 per square footage cost). This budget approximation also includes décor cost. Kitchen Equipment The average restaurant kitchen absorbs 29 percent of the total square footage of a restaurant and is not cheap to equip (Hudgins 2013). Although we will consider the equipment used to store, prepare and cook the restaurant's food and beverage as more capital expenditures and depreciate their cost over several years, we will have to budget for those expenses as well as the kitchen's refrigeration and freezer units, stoves, dishwashing machinery, prep and steam tables, and other equipment upon delivery. We are allocating $100,000 of our budget to kitchen equipment and set up based on average market prices and installation costs (Gartenstein 2013) Supplies and Labor This area of the budget for the Canadian opening of The Cheesecake Factory at Yorkdale Mall includes utility deposits, hiring and training managers and staff, administrative staff, account set up with food and beverage vendors and all possible contingencies of each. Research shows that hiring new manual staff costs approximately $2,000 and managerial staff can cost $7,000. From this we have decided to allocate $45,000 for hiring staff and training (Greenwood 2013). We have then added an additional $25,000 for additional supplies, bringing the totally supplies and labor budget to $70,000. Advertising and Marketing Our advertising and marketing plan will require significant funding, as this Canadian opening is a milestone event for the 10 company. The entire country’s citizens must know that The Cheesecake factory has entered their country and could possibly be expanding to their regions in the near future. Marketing efforts for this plan will use the remainder of the $5million budget, $2,280,000. Marketing material includes billboards, signage within Yorkdale Mall, and interactive Internet-­‐based social media. The Cheesecake Factory Toronto will employ marketing tactics already successfully mastered by their American counterpart to promote the first and only Canadian location. The advertising and marketing budget allocation also includes the cost of additional marketing labor as needed. Timeline The Cheesecake Factory at Yorkdale Mall Timeline Gather guest opinions and impressions Assess the effectiveness of marketing Grand Opening Party (public) Pre-­‐Opening Party for Yorkdale Shops Stock Inventory and Supplies Announce countdown to grand opening Begin Social Media Campaigne Launch Marketing Media Produce marketing materials and Identify/Prepare for crew hiring Create Marketing visuals Interview Staff/Managers Interior Décor Half way site inspection Break Ground/ buidlingfacility Render Initial Deposit for building Doccumentation and Agreement Location Check Prepare Budget Start Duration (days) 0 50 100 150 200 250 C 11 Conclusion A location of the Cheesecake Factory would thrive in Toronto Ontario in Yorkdale Shopping Centre. The Yorkdale brand is synonymous with high-­‐end luxury, and already serves as a point of entry for international brands joining the Canadian market. The production of bringing The Cheesecake Factory to Yorkdale Mall, including all building, staffing, décor, and advertising and marketing, will cost $5,000,000. We believe that the Canadian market in Southern Ontario is not only ideal for this style of restaurant, but also has a large need for it due to lack of new alternative choices. We will create awareness and excitement for the restaurant opening through the use of highway billboards, in mall signage, and interactive online social media marketing. 12 Appendices Appendix A Appendix B Appendix C 13 Appendix D Appendix E 14 S ources Cortellucci, M. (2013, 07 02). Yorkdale Surpasses $1 Billion in Sales. Retrieved 11 18, 2013, from Media: http://www.yorkdale.com/wp-­‐content/uploads/2013/07/Billion-­‐Sales-­‐ Release.pdf CTV. (2012, December 20). Tv top 10: What canadians watched in 2012. Retrieved from http://www.newswire.ca/en/story/1092839/tv-­‐top-­‐10-­‐what-­‐canadians-­‐watched-­‐in 2012 Facebook. (2013). Advertise on facebook. Retrieved from https://www.facebook.com/advertising Gartenstein, Devra (2013) The Estimated Cost of a Commercial Kitchen. Small Business: Accouting & Bookkeeping, Business Costs. Retrieved from http://smallbusiness.chron.com/estimated-­‐cost-­‐commercial-­‐kitchen-­‐small-­‐business-­‐ 74630.html Greenwood, Beth (2013) The Average Cost to Hire a New Employee. Work: Running a Business, Hiring Employees. Retrieved from http://work.chron.com/average-­‐cost-­‐hire-­‐new-­‐employee-­‐13262.html Hodson, Deen. (2013). The Cheesecake Factory Incorporated (NASDAQ:CAKE) Plans to Fuel Growth. Financial Trends. Retrieved from: http://www.financialstrend.com/the-­‐cheesecake-­‐factory-­‐incorporated-­‐nasdaqcake-­‐ plans-­‐to-­‐fuel-­‐growth-­‐7347.html Horovitz, B. (2011, 07 29). Cheesecake Factory 'Skinnylicious' menu cuts calories. Retrieved 11 18, 2013, from USA Today: http://usatoday30.usatoday.com/money/industries/food/2011-­‐07-­‐29-­‐cheesecake-­‐ factory-­‐lower-­‐calorie-­‐menu_n.htm Hudgins, Catherine (2013) The Average Cost of Opening a Restaurant. Small Business: Typres of Businesses to Start, Opening a Restaurant. Retrieved from http://smallbusiness.chron.com/average-­‐cost-­‐opening-­‐restaurant-­‐14348.html Huebsch, Russel (2013) The Startup Cost of Opening Restaurants. Small Business: Types of Businesses to Start, Opening a Restaurant. Retrieved from http://smallbusiness.chron.com/startup-­‐cost-­‐opening-­‐restaurants-­‐1847.html Kaiser, J. (2013, 04 08). Yorkdale Shopping Centre Announced $331 Million Expansion. Retrieved 11 18, 2013, from Media: http://yorkdale.com/wp-­‐content/uploads/2013/04/Yorkdale-­‐ Expansion-­‐Announcement_REVISED.pdf 15 Kowitt, B. (2013, 02 22). Cheesecake Factory inches closer to world domination. Retrieved 11 20, 2013, from CNN Money: http://management.fortune.cnn.com/2013/02/22/cheesecake-­‐ factory-­‐global-­‐expansion O'Dell, A., & Pereira, P. (2012). The cheesecake factory’s first brand campain. Retrieved from http://www.pereiraodell.com/work/cheesecake-­‐factorys-­‐first-­‐brand-­‐campaign Peters, Jill. (2011). The Cheesecake Factory Announces International Expansion. The Business Wire: A Berkshire Hathaway Company. Retrieved from: http://www.businesswire.com/news/home/20110124006735/en/Cheesecake-­‐Factory Announces-­‐International-­‐Expansion Statistics Brain. (2013, July 5). Twitter statistics. Retrieved from http://www.statisticbrain.com/twitter-­‐statistics/ The Cheesecake Factory. (2013). Locations. Retrieved from http://www.thecheesecakefactory.com/Locations/locations The Cheesecake Factory (CAKE). (2013). Retrieved from OLPC wiki http://www.wikinvest.com/stock/Cheesecake_Factory_(CAKE) The Cheesecake Factory (2013) Corporate Overview. The Cheesecake Factory, Investors. Retrieved from http://investors.thecheesecakefactory.com/phoenix.zhtml?c=109258&p=irol-­‐ homeprofile The Cheesecake Factory INC. History. (1997). International Directory of Company Histories, 17. Retrieved from http://www.fundinguniverse.com/company-­‐histories/the-­‐cheesecake factory-­‐inc-­‐history/ The Cheescake Factory. (n.d.). About Us. Retrieved from The Cheesecake Factory: http://www.thecheesecakefactory.com/aboutUS/ourStory/ourStory Yorkdale. (2013). About. Retrieved from http://www.yorkdale.com/about/ Yorkdale. (n.d.). Dine on 3. Retrieved 11 17, 2013, from http://www.yorkdale.com/dining/dine-­‐ on-­‐3 Yorkdale. (n.d.). Restaurants. Retrieved 11 17, 2013, from http://www.yorkdale.com/dining/restaurants 16
