Components and unique selling points of The Cheesecake Factory

¶ … components of restaurant concept and the unique selling points that have driven the success of the Cheesecake Factory.

The restaurant concept integrates the unwritten and perceptual features of the restaurant. The restaurant concept helps distinguish between different types of restaurants and the primary component of the concept is represented by the main menu (Italian, hamburgers and so on). Directly derived from the main menu, are the other components of the restaurant concept, namely the decor, the ambiance or the style of the restaurant (Allfoodbusssiness.com).

In terms of the restaurant concept implemented, there are numerous types of restaurants, including Asian, breakfast restaurants, restaurants for casual dining, coffee shops, delicatessens, ethnic restaurants, fast food restaurants, mobile units, pizza restaurants and so on.

At a generic level, the restaurants can be divided into three main categories: quick service restaurants, mid scale restaurants and upscale restaurants. The quick service restaurants are commonly known as fast food restaurants and they offer limited menus of foods that can be quickly prepared. They usually have windows for drive-thru and their emphasis falls on efficiency.

The mid scale restaurants often offer a wide selection of foods, customers being able to serve a full meal at the location. The type of the service differs from full service or buffet to limited service (order at the counter and have the food brought to the table). The emphasis of these restaurants is that of offering value for the money spent by customers. Finally, the upscale restaurants offer high quality cuisine at high end prices. They offer full service and their focus falls on the experience offered to the customers (Allfoodbusiness.com).

The Cheesecake Factory is rather difficult to integrate in one of the three specific restaurant concepts and it is generally found at the intersection of mid scale and upscale. The Cheesecake Factory is as such an upscale restaurant, offering full services, but providing these services in a casual and pleasant atmosphere, rather than in a setting of elegance and formalism.

The unique selling points at the Cheesecake Factory are represented by the ambiance and the combination on the menus. As its name suggests, the company is specialized in the production and vending of cheesecakes, but it also sells other food categories, to serve a wide array of needs. Aside from its restaurants, The Cheesecake Factory also operates two baking laboratories in which they produce and retail their bakery products.