Cheesecake Factory Depends On Word-Of-Mouth
Idaho Business Review, Wednesday, December 27, 2006 12:15 PM
At least 50 people including the mayor showed up in the cold for a ribbon-cutting ceremony for a new Cheesecake Factory in Boise, Idaho, earlier this month. All of them were drawn by word-of-mouth--the only advertising that Howard Gordon, The Cheesecake Factory's vice president of business development and marketing, has used in opening 120 stores over 28 years.
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The media is complicit in Gordon's viral-marketing plans. Complimentary cheesecakes accompany press releases announcing grand openings, and Gordon says he maintains a large list of media contacts. [Editor's note: No cheesecake was consumed in the preparation of this summary.]
Gordon also goes out of his way to make an impression on community leaders. Before the recent ribbon-cutting, the company donated $5,000 each to two local charities: Life's Kitchen and Meals on Wheels.
At the end of the day, there's nothing like brand awareness. Gordon estimates that about 80% of Cheesecake Factory customers leave with leftovers. "It doesn't hurt having people walk around with the bags," he says.
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