A few years ago, Cheesecake factory didn't need
1) a loyalty program,
2) a small portions menu,
3) a catering business or
4) Incentives tied to charities.
Their $12M average store sales dwarfed the entire industry and made them a stand alone institution.
Times are tougher now and they have had to adjust to the market. All
four "didn't needs" now exist and they have stemmed negative trends
keeping business pretty much flat over last year, thus far, based on
recent earnings calls.
What's ironic with the over-sized stores is that as Cheesecake Factory
and their Grande Lux Cafe's have not delved more deeply into more
social media and mobile platforms.
The speak of new digital initiatives to drive revenues on-line. The
could realize good revenues from a direct ship business, to markets
that don't have Cheesecake Factory, understood.
Think about it, they have, in most markets, huge locations. By taping
into key social groups, they could do a better job of filling seats by
catering to specific social groups. And by using mobile tools like Deal
Chime, they could shoot geo and blue tooth based, time sensitive, down
to the hour, messages in the retail districts and shopping centers they
typically anchor.
Both social media and mobile seem like low hanging indulgences that
customers couldn't refuse. But, hey, they still have a good product,
and they're doing better than most. Their customer service scores are
up, they're paying down debt in accelerated fashion and they've got got
growth on the horizon.
payday loans says:
Do you make money out of this blog? just curious
November 25, 2009 @ 8:39 am