Swot: Cheesecake Factory

The Cheesecake factory founded in 1972 by Evelyn and Oscar Overton has been one of the most famous family eatery in America. Just the name along sets it apart as an iconic and delectable place, you can tell that cheese cakes are just one of many of the restaurants specialties that it has to offer.

Back in Detroit within the 1940s Evelyn created her own original recipe for cheese cake where Evelyn and Oscar open there own cheese cake shop together. That’s until Evelyn gave birth to their kids David and Renee where they closed up shop to focus on their family. Though never giving up on her passion of baking Evelyn supplied the local restaurants with her original take on cheesecake which was in high demand.

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Into the couples 50s they moved to los angels and with their last savings opened up a restaurant and dubbed it the cheese cake factory. The years weren’t favorable and hard but they persevered, and in 1975 that led to expansions and opening of newer locations left and right, Evelyn’s recipes of cheese cakes grew to over 20 varieties and other desserts. The company grew so much that Oscar had to hire truck drivers to accommodate the out of state customers.

Than in 1978 David Overton (son of Oscar and Evelyn) open up the first cheese cake factory restaurant in Beverly hills with little knowledge but a strive and intuition of making a great restaurant expertise perfect with generous portions and unlimited inventive menu selection the cheese cake factory was a success and within 30years later and over 100+ restaurants the cheese cake factory grew to the momentum house hold name it is today; Growing from a small kitchen in Oscar and Evelyn’s basement to stand as a place that is a must to dine in didn’t come without its trials and tribulations.

Though without much sorrow and having Evelyn’s famous cheesecake grew in clientele that stretch from Detroit throughout California spear heading the restaurant, and with David Overton taking the intuitive to help his family dream into house hold name. As it stood the test of time with many highs and lows the cheese cake factory is a well known establishment in the states, as place with great food at excitable prices but still must all ways strive to meet the growing public needs and beat out the competition.

To ensure the business is at an up keep companies utilize SWOT; SWOT refers to strengths, weaknesses, opportunities and threats. SWOT is a process where the management or financial team identifies the internal and external factors that will affect the company’s future performance. The company’s strengths and weaknesses are the internal factors. Opportunities and threats deal with factors external to the company-environmental factors.

SWOT is done as part of the overall corporation planning process in which financial and operational goals are set for the upcoming years and strategies are created to accomplish these goals. My beliefs on the cheese cake factory SWOT analyst would be the following. The cheese cake factory strengthens as of today are that the brand stands strong at 164 strong in over 36 states, 13 being fine dining restaurant as grand luxe cafe two full scale bakeries and 1 Pan Asian restaurant named rock sugar.

An American style restaurant with a humble beginning of making cheesecakes from an oven in their basement selling them to local restaurants to being a household family name, Prides themselves on their world famous cheese cakes that has help make it the ninth largest restaurant company in the United States measured by market capitalization. The restaurant established the future chain’s pattern of offering an eclectic menu, big portions, and signature dessert dishes. The cheesecake factory continues to set mile stones for itself and distances from its competitors.

As a leader for how franchise restaurants should be monopolize, strength in numbers backed with history and wholesome food, iconic name and signature dish. With any giants strengths there’s always there weaknesses. Though the cheese cake factory has accomplish a lot in their time though the multitude of stores lack their own look it’s the same ball and chain aside from their grand luxe restaurants modeled after Italian, French, and Austrian styles. The Cafe offers, in addition to American and European-style food, Thai, Malaysian, Caribbean cuisine, and others.

With that being said if there isn’t change in the stores the menu though has grown with the times well over 200+ options to choose from isn’t user friendly and can have a longer wait time getting the guest in and out in a timely matter. speaking more on the menu is the overall weakness that have been criticize by Robert Bishop Oct 26, 2010 in men’s health magazine “That the average sandwich at the restaurant contains 1,400 calories and their heavy promotion of large servings of high calorie and high fat foods, and a corresponding lack of healthy menu options”. For these reasons, the chain was dubbed the “worst family restaurant in America” .

Also a recent study shows that The United States Department of Agriculture’s Center for Nutrition Policy and Promotion states in its dietary guidelines that a typical adult should consume about 2,000 calories and no more than 20 grams of saturated fat per day Cheesecake Factory’s “Bistro Shrimp Pasta” dish had more calories than any other entree from a national chain restaurant at 3,120 calories, with 89 grams of saturated fat. The 2013 report from the Center for Science in the Public Interest also noted that The Cheesecake Factory’s “Crispy Chicken Costoletta” has more calories (2,610) than a 12-piece bucket of fried chicken from KFC.

Though the cheese cake factory is doing well for now their weakness of having such an unhealthy menu will bring about problems of health to the general public. From what I have gathered from Cheesecake factories SWOT analysis I can say that their strength is that the company is a wholesome American family corp. With over 160 restaurants under its belt has expanded into fine dining and is breaching culture cuisine boundaries in its expansions. As well the cheese cake factory is best known for their signature dishes the “cheese cake” an original recipe is still unmatched but always sought after.

Their main weakness is that most items on the menu aren’t healthy one meal is taking in the total intake in calories for an adult for an entire day. Which more and of the public is getting wind of from the media. Once one company broadcast that they are adding a healthier menu than consumers will start looking more into what other restaurants offer health wise. Especially families which are mostly the big contributors in most family orientated restaurants.

So I propose that with their name and surplus of restaurants they could practice cooking healthier items and substituting the materials they use in the meals with alterative products. By experimenting in the many restaurants to see if the consumers can see the difference in the meals taste, the restaurant would be under scrutiny into the transition before making it public. There’s nothing worse than a change, taking place that can result loss for the company. By doing so believe will give the cheesecake factory a leading edge.

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