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.

 

Related Articles

Just Published

12 hours ago

Move and win roundup: Week of July 4, 2022

Developments from MullenLowe Singapore, Alley Group in ANZ and VMLY&R Malaysia.

12 hours ago

Covid taught us how to build human-first workplaces

The pandemic accelerated conversations and real action around work-life balance; mental health and wellness; and leadership and culture, says the deputy managing director at Redhill.

13 hours ago

One size does not fit all when selecting China ...

SHANGHAI ZHAN PODCAST: When it comes to selecting China social influencers or KOLs, brands should recognise the unique differences between brand building and performance enhancing KOLs. That’s according to leading China fashion and beauty KOL, Mia Liu.

13 hours ago

Tech MVP 2022: Tomy Chan, Publicis Groupe

MOST VALUABLE PROFESSIONAL: As head of tech for Publicis Groupe, China, Chan has shown strong vision and leadership in product design, development and application to achieve remarkable results.