The Cheesecake Factory franchise plan - e

The Cheesecake Factory franchise plan
Colombia - Panamá
Erika Zilud
Engel Dávila
Franchise Overview
 The Cheesecake Factory restaurants strive to provide a
distinctive, high quality dining experience at moderate prices by
offering an extensive, innovative and evolving menu in an
upscale, casual, high energy setting with attentive, efficient and
friendly service. As a result, The Cheesecake Factory restaurants
appeal to a diverse guest base across a broad demographic
range.
 Our menu features approximately 200 items, supplemented by
additional items presented on separate menu cards, including
appetizers, pizza, seafood, steaks, chicken, burgers, specialty
items, pastas, salads, sandwiches, omelets and desserts.
 We consider the extensive selection of items on our menu to
be an important factor in the differentiation of our restaurants
from our competitors.
Franchise Overview
159 RESTAURANTS IN USA
Supply Chain
 Cheesecake Factory commitment to quality goes beyond the quality of the
food and service in our restaurants; it also encompasses their
commitment to quality in sourcing products and services, including food,
beverage, bakery and other restaurant supplies, construction materials
and services used to build our facilities.
 While they are committed to providing quality products and services to
their guests, they also believe that the company as a whole should strive
to purchase products that are produced, grown, manufactured and/or
transported in a manner that addresses the risk of slavery and human
trafficking in the supply chain.
1
Cheesecake Factory Supply Chain model
2
3
Colombia Overview
 As a franchise of casual dining
 Values
- Food prepared fresh daily
- Generous portions
- “Good” prices
 Unique and contemporary design and decor that creates a high-energy
ambiance in a casual setting (the same as at USA – American environment)
 We would start with one restaurant in a zone of restaurants and bars called
“The 93 Park” situated in a zone of high class people
 Target:
- Middle High and High Class
- From 16 to 50´s years old
- Meal from 20 USD (main course, beverage and cheesecake)
 Menu
- Original menu in States have around 200 items, included 40 varieties of
cheesecakes
- In Colombia we would keep this important quantity of choices included
some local products as “coffee cheesecake”, “costeña burger”, etc…
Colombia Legal considerations




Franchising is a private legal contract between the franchisor and the franchisee
Is a normal process of creating an enterprise
Regular taxes for an enterprise in Colombia
No additional taxes for being a franchise
Panama Overview
 As a franchise of casual dining
 Values
- Food prepared fresh daily
- Generous portions
- “Good” prices
 Unique and contemporary design and decor that creates a high-energy ambiance in a
casual setting (the same as at USA – American environment)

Due to Cheesecake Factory reputation among the trendy youth and young adults we
suggest to open the first restaurant inside or around the area of ¨Multiplaza Mall´´
whose third and fourth phase of development guarantees an steady influx of wealthy
families , youngsters and adults with disposable income.

The target age for the franchise would go from 15 years to 35 years old. Both males and
women , social class A, AB, B. Specially for the women target the restaurant would hold
special activities.
 Pricing: For a regular meal (main course, beverage and a dessert) the price will be along
the $22.00 USD.

Menu: The menu will be downsized, panamenians tastes are almost the same as
americans so for the moment there is no need to have regional dishes in mind.
Panama Legal considerations
 Law 35 of 1996 whereby provisions concerning industrial property were
enacted established in its Article 126 that there exists a franchise when, by
means of the user license of a trademark, a technical know-how is
transmitted or technical assistance is provided so that the person to whom
the franchise is granted may produce or sell goods or provide services in the
same manner and with the operational, commercial and administrative
methods established by the owner of the trademark in order to maintain the
quality, the prestige and the image, which the trademark represents.
 Panamanian legislation does not deal with the basic requirements of a user
license contract by which a franchise is established. It only indicates that it is
to be considered a franchise when technical know-how is transmitted or
when technical assistance is provided in order to develop the business in the
Republic of Panama while complying with certain quality standards.
 This means that under Panamanian legislation both the franchiser and the
franchisee shall only have the obligations and the rights contained in the user
license contract, which is submitted to the Directorate General of Industrial
Property of the Ministry of Commerce and Industries (DIGERPI) for its
registration.
Thank you!