Jenny Chan 陳詠欣
Sep 29, 2014

Three-way pitch for Cheesecake Factory underway ahead of China entry

HONG KONG - Cheil, McCann and Publicis are vying for a slice of the cake in The Cheesecake Factory's first creative pitch in Asia.

Three-way pitch for Cheesecake Factory underway ahead of China entry

The casual restaurant brand signed an exclusive licensing agreement with Maxim’s Caterers in May to build and operate a minimum of 14 restaurants over the next 10 years in Hong Kong, Macau, Taiwan and China, with the opportunity to expand to Japan, South Korea, Malaysia, Singapore and Thailand. The first restaurant is expected to open in the second half of fiscal 2015.

The client's creative brief for the three agencies has asked for an above-the-line focus with more digital components, which will also fit the "complex and high volume" restaurant concept, according to industry sources.

The Cheesecake Factory created the upscale casual dining segment in 1978 in the US with the introduction of its namesake concept, and is planning to replicate the original menu offerings as well as brand personality for its Asian entry.


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