Transcript
The Cheesecake Factory
Kylie
Alex
Lisa
Why The Cheesecake Factory?
Tradition of Quality
Versatile atmosphere
Variety Menu Flavors of cheesecake
Casual Dining Industry Trends
Decline in dining IHOP purchased Applebee’s for $38 million
Health
Adult Fun
Going Viral
Industry Information
27% decrease in eating out over the last 6 months
Health crave
Fruits and vegetables
Gourmet
Health regulations
Examples:
Domino’s
Red Lobster (Light House)
Health
As 2011 approaches, consumers have high hopes
Buffalo Wild Wings- Sports Bar
Applebee’s- Neighborhood joint
Adult Fun
Facebook deals
ZAGAT’S
groupON
Going Viral
Competitors
History Founded in 1981-Buffalo, New York
Current Users
Even mix of males and females (18-24)
Locations 652 nation wide
Positioning Family sports bar (get away from normal life); good food, good drinks, great fun
Advertising Print, radio, TV (“You have to be here”)
History Founded in 1981-Geogria
Current Users
Woman 18-49, Older generations, males to “watch the game”
Locations 2,000+ world wide
Positioning 2 meals for $20; good value, low pricing
Advertising 2007 re-branded image towards younger crowd; WOW and name recognition
History Founded in 1969-Seattle, Washington
Current Users
Even mix between males and females (18-49)
Locations 400+ across North America (heavily populated on East and West Coast)
Positioning Casual, family hot spot with a fun atmosphere for the children
Advertising “Red Robin, yuuuuum”
“Answer the call”
ZAGAT’S #1 burger, 2010
Psychographics
Entertainment
Credit
Upscale living
Browsers
Target Audience
The “Sugar Mamas”:
Women 25-55
House hold decision makers with access to HHI ($75,000+)
Potentially have children
Quality seekers
Constantly on the go
Enjoy time with the girls!
The Situation
Communication Objectives
Establish an advertising presence as well as consumer awareness within the casual dining industry.
Inform target audience with respect to the variety of menu items and versatile atmosphere of The Cheesecake Factory.
Increase restaurant visits among our target audience by 15% in order to capture the dynamic space between family casual dining and casual dining with friends.
Reach and Frequency Objectives
During the 12-month span of our campaign, we hope to reach 75% of our target audience.
Advertisements should be seen at least 2-3 times per week in order to establish effect. Emphasis will be placed on the frequency of our billboard, print, and digital media presence.
Creative Strategy
Visual Elements Limited text
Stress quality and unique personality of The Cheesecake Factory “Factory Facts” “Come for Dessert, stay for the meal”
Media Plan Emphasis
(National Strategy)
Out-of-Home (OOH) 15%
Allocated Budget: $1,483,500.00
Billboards (Continuous) 57 located in central
Public bus hubcaps (Flighting) 62 buses
Print 10%
Allocated Budget: $3,105,720.00
3 magazines1. Better Homes and Gardens (Pulsing)
2. Food & Wine (Pulsing)
3. Family Circle (Continuous)
Television 15%
Allocated Budget: $5,038,000.00
30-second commercial spots Dancing with the Stars (Flighting) Modern Family (Flighting)
Scene 1
Scene 2
One thing my mother always told me was if you were going to do something, make sure that you do your best. When The Cheesecake Factory was founded in 1978, it was founded under that very idea.
Since our first dish was served, quality has been and always will be the emphasis of our existence.
Scene 3
Scene 4
Serving a wide range of food from cheesecake to steaks, I guarantee your dining experience will be one you and your family never forget.
With over 150 cheesecakes and a variety of fine foods to choose from, bring your friend; bring your family for any occasion. The Cheesecake Factory—Come for dessert, stay for the meal.
Online 30% Allocated Budget: $3,301,750.00
CONTINUOUS PRESENCE
Social Media Banner & Rich Media
Mobile Apps
Facebook Hulu.com Food network Nighttime
Twitter Fandago.com Pandora
Cafemom.com
Instyle.com
Mstewertliving.com
Banner Advertisement:
Rich Media Advertisement:
Online Ads
Non-Traditional 30%
Allocated Budget: $1,470,000.00
Aces of Cakes Sponsorship (Flighting)
The Cheesecake Factory Mobile App (Continuous)
Cheese Heads Rewards Club (Continous)
“If you were a cheesecake, what would you be?” (Flighting)
Free membership
Every $1 you spend= 1 reward point 250 points: $10 gift
card 500 points: $25 gift
card 1,500 points: $50 gift
card
Cheese Head Rewards Club
“If you were a cheesecake, what would you be?”
5 month campaign: August-December
Match personality traits with cheesecake ingredients/flavors
Viral Facebook & Twitter Mobile app Cheesecakefactory.com
Purchased for gifts or special occasions
FREQUENCY OBJECTIVES
REACH REQUIREMENTS
AWARENESS
KNOWLEDGE
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