The Cheesecake Love Affair

Companies across the globe are constantly reinventing their marketing strategies to find ways to break through the advertising clutter. Advertising agencies, like Saatchi & Saatchi, have begun approaching the marketplace with creative and innovative advertising campaigns and marketing. As a recent employee of The Cheesecake Factory, Inc., I have experienced the culture and mission firsthand and have learned about the marketing strategies to obtain and retain diners at the 200+ restaurants dotted across Canada and the United States, and throughout the Middle East and China. The Cheesecake Factory does not utilize traditional advertising campaigns, however, its Facebook page is updated with cover videos from time to time to showcase specific cheesecakes or entrees. These videos are rich with colorful ingredients being combined, folded, and assembled. The finished product and then a slice or plate is displayed at the end. Their approach to attracting and retaining customers focuses on providing consistent value in an upscale environment. Each potential restaurant location is vetted to ensure high traffic in the more profitable malls across the country and abroad. Media interest in new restaurant openings and "word of mouth" have been the primary methods to attract guests. Brand recognition and reputation have been developed and nourished by the company and the operating excellence of each restaurant. This is not a new approach for The Cheesecake Factory, however, their ideas closely match the new marketing strategy ideas of Saatchi & Saatchi.

Kevin Roberts, the CEO of Saatchi & Saatchi discusses an innovative approach to marketing and advertising in his book, Lovemarks. He defines "lovemarks" and their impact on consumers. He outlines the features of a "lovemark" and the differences between them and brands or fads. And he shares how to develop a "lovemark." In the Frontline program: The Persuaders, Kevin Roberts introduces this new approach:

You feel the world through your senses, the five senses, and that's what's next. The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium profits lie... A lovemark is a brand that has created loyalty beyond reason, that's infused with mystery, sensuality and intimacy, and that you recognize immediately as having some kind of iconic place in your heart.

These three simple ingredients, mystery, sensuality, and intimacy create the template to compare any product or service available to the everyday consumer. By applying this template, we can see that The Cheesecake Factory is a "lovemark" in the making.

The mystery is the epic story from the past, present, or future that draws us in and inspires us. The Cheesecake Factory's story is written every day by employees and customers who send letters and e-mails to the Corporate Support Center sharing the experiences that unfold at each location. These are shared at the staff alignments held twice each week at the Corporate Support Center and are affectionately named "Wow Stories!" Most express their deep appreciation for the individual care extended during their visit to a restaurant. The stories vary, expressing joy, happiness, sorrow, relief, and appreciation as our staff have offered compassion, empathy, support, and nourishment. These stories inspire us to continue to pursue excellence and to support one another. The authors of these stories have become loyal customers of The Cheesecake Factory and have expressed their loyalty in their communication. As mentioned earlier, The Cheesecake Factory creates and publishes videos; or vignettes showing various made-from-scratch desserts, salads, and entrees. These visual novellas tell the story, revealing just enough to entice. Kevin Roberts states:

"You can build mystery, as long as you believe in the story."

Sensuality is the engagement of sound, sight, smell, touch, and taste that draws inclusion into the experience. When dining at any of The Cheesecake Factory restaurants, each of the five senses is engaged throughout the evening. Approaching the entrance, fragrances waft through wide causeways beaconing passersby to take a load off a have a bite. Original hand-painted murals adorn the walls and ceilings of each restaurant. The lighting fixtures' warm glow and dark-stained furniture add to the intimate and romantic ambiance. Each dish, made from scratch, is multi-layered with flavorful ingredients that build with each bite. Even the most sophisticated palate will find it difficult to be bored. The air explodes with laughter and energized conversation from each table. Each time I visit one of these restaurants with my family we are treated by the waitstaff and management to wonderful experiences that draw us into the strong culture of excellence in everything.

Intimacy is born from strong human expressions of commitment, empathy, and passion that connect the heart. Oscar and Evelyn Overton, the founders of The Cheesecake Factory, established a culture of excellence that continues to define the character and nature of the company to this day. The mission of The Cheesecake Factory is

to create an environment where absolute guest satisfaction is the highest priority.

To ensure that the mission is a daily reality, The Cheesecake Factory began the "Commitment to Excellence" program in 2004. A Vision Statement and Values were drafted to further define this commitment to excellence:

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 accomplishments and be recognized as a leader in our industry.

Each restaurant is an extension of the company and each staff member is a true representative of the vision and values. From the front desk to the server to the kitchen staff and management, guests are treated to exceptional food, service, and hospitality. Kevin Roberts concludes: "... we've moved from brands into experiences." The Cheesecake Factory is another iconic brand that has moved into experiences and in 2018 had 36 hearts on the Saatchi & Saatchi Lovemarks Listing. This infant "lovemark" was born from the company's focus on excellence, providing superior guest experiences and a love for people, and the desire to nourish them, body, mind, and spirit. And if that isn't enough to convince you; this company continues to operate in the black with profit margins higher than its closest competitor in the stock market.