The Cheesecake Shop recently opened its 250th store, a testament to the brand’s growing success since the business started in 1991.
Starting with only one store in Rozelle, the beloved Australian-made bakery continuously expanded and had been part of various occasions and celebrations over the past 34 years — and it doesn’t stop there.
CEO Scott Bush revealed that The Cheesecake Shop plans to open more stores this year.
“We’ve got several new stores in the pipeline — from Queensland to Victoria, South Australia, Tasmania, and Western Australia,” Scott Bush, The Cheesecake Shop CEO, told RetailBiz.
“We’re also excited to expand into regional communities and grow our presence across New Zealand. Exciting growth is on the horizon, and we can’t wait to bring The Cheesecake Shop to even more communities!”
Empowering local entrepreneurs, listening to feedback
It’s no secret that The Cheesecake Shop’s milestones are a reflection of the company’s capacity to empower local entrepreneurs.
“Sustainable growth wouldn’t be possible without passionate, purpose-driven entrepreneurs behind each store,” Bush said.
“Our success comes down to the incredible individuals who not only run the day-to-day of their businesses, but also live out our values and mission every day.”
Bush noted that one of the big challenges in the business is finding the right franchise partners.
“Growth is not just about the numbers, it’s about the people. We’ve always been focused on ensuring that every franchise partner truly embodies our values and is deeply committed to our mission of creating sweet memories for our communities.”
Moreover, the brand’s value for feedback allows it to evolve and satisfy the changing demand of customers.
“We’re constantly listening and evolving to meet the demands of our younger generations. They told us they wanted smaller items, and we listened. Thanks to this feedback, we have introduced our Daily Treats Range,” the CEO said.
“We’ve really innovated our range and tapped into TikTok to excite our younger audiences. Loaded Cookies and Cheesecake-Lamingtons burst so much excitement in this generation, and they constantly want new and exciting desserts – and this is something we keep at the forefront of our mind.”
To ensure it can serve customers with different schedules and lifestyles, The Cheesecake Shop took the extra mile of expanding into delivery and extending its trading hours to 8pm.
Investing in research
Bush also emphasised the importance of investing into research to stay ahead of the game, with its product development innovator travelling to various markets, both interstate and overseas.
“Over the past 34 years, we’ve evolved in many ways and one of our most significant transformations came at the end of 2023, with a bold rebrand that marked a new era for our business,” Bush said.
“This wasn’t a decision we took lightly. We invested heavily in consumer research, exploring customer sentiment, market trends, and perceptions of our brand, which had proudly stood for over 30 years.”
He explained that while The Cheesecake Shop honours its rich Australian heritage, it also recognises the significance of staying fresh and relevant in a rapidly shifting landscape.
“The result? A vibrant new visual identity, a revitalised brand strategy, a refreshed menu, and a creative campaign designed to reintroduce the magic of The Cheesecake Shop to our loyal customers and a whole new generation.”
“We’ve opened up our kitchens, refreshed our store experience, and invited all of our customers to witness the magic we create in-store.”
Brand familiarity
Bush expressed optimism on The Cheesecake Shop’s future and the role it would continue to play in Australian gatherings.
“In this business, we’ve learned that the sky really is the limit. I genuinely believe we have an incredible brand, one that everyone should have the chance to experience and enjoy,” Bush said.
“Whether you’re showing up with our iconic green box at backyard BBQs, Sunday arvos with the family, or milestone celebrations, we’re proud to be the sweet addition that brings people together.”
“Aussie culture is all about mateship, sharing, and enjoying the simple things life has to offer — and our role is to add a bit of joy, nostalgia, and (a lot of!) flavour to those moments.”