Let them eat cake: New value menu items support The Cheesecake Factory's bottom line

摘要

The Cheesecake Factory has also introduced new marketing efforts to boost sales at its 145 restaurants. For its 30th anniversary this year the company handed out close to 2 million guest cards in October, inviting past diners to return and earn a complimentary slice of cheesecake with every 30 dollar purchase. "We're also featuring a 10 dollar guest card instead of cheesecake in three test markets," says Mark Mears, chief marketing officer. The programs have had a 5 percent redemption rate since their introduction.