2. Introduction
The Overton’s began the Cheesecake
Factory in the late 1970’s.
Went public in 1992.
Went overseas in 2011.
Is in 35 states with 177 restaurants
3. SWOT Analysis
Strengths
Tourism
Wealth
Unlimited workforce
Other locations doing well
Opportunities
Growth in surrounding
areas
Open a bakery
Brand name
Weaknesses
Long supply chain
Limited access to home
office
Cultural awareness
Threats
Political unrest
Pirates overtaking ships
Weather
4. Objectives
Open new restaurant in Bahrain
Increase Revenue
Recognition as industry leader in Middle East
Lower Costs relative to competitor
Hire and Train Employees
6. Action Items
Research requirements for location of restaurant
within hotel (done prior to opening)
Contract with licensure company, Alshaya
Conduct market research for services, turn-
around time and pricing
Establish policies and procedures, if necessary
Conduct a SWOT Analysis
Conduct a Marketing Strategy
Hire and train prospective employees
Acquire equipment and supplies
9. References
Bahrain Airport Company. (2012, March 30). Bahrain
international airport. Retrieved February 17, 2013 from
http://www.bahrainairport.com/bia/airlineslist.htm
Boss, D. (2003). The cheesecake factory. Foodservice
Equipment & Supplies, 56(8), 56-57. Retrieved February
15, 2013 from
http://search.proquest.com/docview/235198078?accountid
=358
Coyle, J. J., Novack, R. A., Gibson, B., & Bardi, E. J.
(2011). Transportation, a supply chain perspective. (7 ed.
ed.). Mason: South-Western Cengage Learning.
Doyle, L. F., C.A.E. (2006). Strategic planning. Audiology
Today, 18(4), 10-11. Retrieved February 15, 2013 from
http://search.proquest.com/docview/222324037?
accountid=35812
10. References
Gabriel, A. (2008, May 04). The cheesecake factory.
New York Times. Retrieved February 15, 2013 from
http://search.proquest.com/docview/433854939?acc
ountid=35812
Jonckheere, Karien (February 1, 2007). Bahrain
Expected Bustle. Retrieved February 20, 2013
from http://www.arabianbusiness.com/bahrain-
expected-bustle-149877.html
Kliman, T. (2006, ). The cheesecake factory.
Washington City Paper. Retrieved February 15, 2013
from
http://search.proquest.com/docview/362558660?acc
ountid=35812
11. References
Strategy plan. (2010, Feb 09). The Western Morning News.
Retrieved February 16, 2013 from
http://search.proquest.com/docview/335166759?accountid
=35812
Vanessa, V. L. (2012). The cheesecake factory. Nation's
Restaurant News, 46(9), 72-n/a. Retrieved from
http://search.proquest.com/docview/1197690125?accounti
d=35812
The cheesecake factory. (2011) Men's Health, 26, 62-62.
Retrieved February 16, 2013 from
http://search.proquest.com/docview/912499003?accountid
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The cheesecake factory. (2010, Jan 13). Investor's
Business Daily. Retrieved February 16, 2013 from
http://search.proquest.com/docview/1007000580?accounti
d=35812
Editor's Notes
Evelyn Overton started baking her cheesecake back in the 40’s but had to quit the business to raise her children. She open up a bakery out of her home selling to other businesses until 1978 when David Overton, Chief Executive Officer (CEO) opened the first Cheesecake Factory restaurant. They opened many restaurants over the years; however became so popular and successful the company went public on the stock exchange in 1992. In early 2011, the first Cheesecake Factory opened in Dubai, United Arab Emirates. There are now two restaurants there and one in Kuwait. The locations have proven very successful as it is difficult to even get into one of these locations to eat. It was reported that a five hour wait exists just ot have a meal at the Cheesecake Factory in Dubai and Kuwait.
According to Arabian Business article, the Economic Development Board states that a healthy growing tourism market exists, has a vibrant corporate sector with strong international linkages, and an unparalleled opportunity to attract visitors from the KSA, the highest spending market in the area (Jonckheere, 2007). Another positive aspect to opening a Cheesecake Factory is the Bahraini people; only ten percent make up the tourism workforce. These individuals are very friendly and sense that they must engage with the local community to gain employment (Jonckheere, 2007). Also the unemployment rate among the young Bahraini people is very high and TCF would give them the opportunity to obtain employment and grow with the company. The negative aspects for opening a restaurant are: the supply chain is long, limited access to the home office, and will need cultural policies. The opportunities to opening a restaurant in Bahrain it is growing very rapidly giving way to opening more restaurants in this area as well. This area is very rich in resources, especially oil; therefore revenue will continue to grow, and collaborate with other businesses to save money on taxes. The threats are political unrest in the region, pirates overtaking shipments for supplies, and weather such as sand storms.
Opening a new restaurant in Bahrain by December 2013 is exciting and an excellent prospect. TCF’s in Kuwait and Dubai have been doing extremely well in revenues. The wait time in the Dubai location is sometimes in excess of five hours. This may seem like a bad thing; however, the indigenous people love the food at TCF. Increasing revenue is insured by opening this location of TCF. The tourism will bring people from all-over the country as well as other parts of Europe. We want to increase our revenue by ten percent per year. The Middle East has already begun to known TCF name and what it represents; therefore, sticking to it’s core value statements will ensure its success. TCF will try to lower its costs so that they can compete with our competitors like PF Chang’s, Applebee's. The workforce is vast and the unemployment rate is high among the younger Bahraini’s. TCF will have no trouble hiring the right people to provide the best customer service to its patrons. The training process differs depending on the job description; however, the average training time is 6 months to one year. The employees will train for 2-4 weeks for equipment, computer, and cash register.
The areas the new restaurant need to focus are on: finance and accounting, human resources, customer service, marketing and sales, and administration and technical support. Research and development is completed at the home office prior to opening a new location. No production operations exist at this time in Bahrain; therefore, it will not be necessary. The finance and accounting will use the point of sale cash registers as their data to perform the functions necessary. The cash registers have the ability to produce reports to complete the financial statements; therefore, this information will done each day. The human resources are will train every employee on policies, procedures, cash registers and computers, benefits, and other information pertinent to employees. The customer service manager from the pre-opening staff will train the employees, including managers on the policies and procedures of giving excellent customer service. The marketing and sales areas will focus on the best ways to ensure that TCF name is commonplace while building relationships within the community. The administration will be limited; however, IT support will be very important in getting the technology up and running prior to opening the restaurant.
The marketing department researches for new location for TCF. They research the entire area to find any information in regards to opening a new location. They use the Internet to get demographics, workforce, tourism, weather, etc. information to see whether it is conducive to open a new location. In the Middle East, TCF already has ties with the company, Alshaya who helps with licensure. Depending on where the company opens a new restaurant, there may be a need to train individuals about the culture as well as new policies and procedures. One must also conduct a strengths, weaknesses, opportunities, and threats analysis to see if opening a restaurant in that location will be profitable. A marketing strategy must begin first using word-of-mouth and then use the television show, The Big Bang Theory for free advertising. There could be other ways to market TCF; however, at this time they do not use billboards and other similar things. A team of seasoned professionals will train the initial employees at the Bahrain location. These professionals will need training in the culture prior to going to Bahrain. Once a location is picked out TCF must acquire equipment and supplies form a local supplier.
This is a general monthly budget for a restaurant. This will give you a basic understanding of what is necessary to open the Bahrain location.
These figures represent the entire company including the Middle East. These are based on previous financial information and information gathered from various websites. I fully expect that TCF will accomplish this goal staying very competitive.
