Case Study : Cheesecake Factory
The Cheesecake Factory was opening at Tucson Mall during an economic lull. Strongpoint was tasked with generating excitement for the new restaurant through promotion, target list-building and effective media outreach which resulted in the largest opening in company history.Learn More
Case Study : Cheesecake Factory
The Cheesecake Factory was opening at Tucson Mall during an economic lull. Strongpoint was tasked with generating excitement for the new restaurant through promotion, target list-building and effective media outreach which resulted in the largest opening in company history.
Strongpoint began conducting secondary research on previous openings near Tucson Mall, as well as within the Cheesecake Factory history. Client meetings were held in order to brainstorm ideas, share expectations and identify target groups for the grand opening event. In order to build the guest list, Strongpoint searched for names and contact information of local influencers and community leaders.
The primary goal was to host a successful grand opening event that would create excitement within the community and generate positive return for the company. The audiences were identified during the research stage as leaders and influencers throughout the Tucson community, restaurant owners, hotel management and professional associations affiliated with economic development. Media outlets and the general public were also important groups to approach, especially concerning job opportunities the restaurant would create. A third category of audience were to ensure that mall tenants and those companies involved in the construction and development of the Cheesecake Factory were invited and educated about the benefits of this new restaurant.
Capturing the attention and positive opinion of major voices within the community, promoting the opening with traditional and new media, and establishing a commitment with invitations requesting an in-person ticket pick-up are ways that Strongpoint and the Cheesecake Factory were able to execute a successful event. Cheesecakes were also personally delivered to each major radio and TV station in town, to help increase the popularity and create more buzz for the grand opening event.
The Cheesecake Factory hosted complimentary lunch and dinner sessions for three consecutive days. During this three-day promotion, the staff was able to practice their training and local Tucsonans were graced with a lovely dining experience at no cost. The only hurdle in this process was building restaurant business during a recession when discretionary income was limited and dining out was considered an extravagance.
There have been 142 Cheesecake Factory restaurants openings, but the Grand Opening at Tucson Mall this past summer was the second most successful in the history of the franchise.
The restaurant was completely booked for scheduled reservations during the three-day grand opening event; everyone who attended was happy to be there and enjoyed their experience. Local news coverage highlighted the opening for weeks before and after and local reporters had their choice of story angles to cover from job creation to great food and anywhere in between.
Virtually every media outlet in the Tucson area – online, TV, print and radio — covered the opening. In addition, Strongpoint was able to secure several area food and restaurant bloggers to attend a lunch or dinner and post their reviews, increasing favorable feedback. Because of the media awareness and interest generated, customers were lining up almost five hours before the restaurant officially opened. Currently the Cheesecake Factory is running at capacity and the excitement is still buzzing around town about one of the most successful openings in the company’s history.