The Cheesecake Factory hadn’t even opened for business in Boise, but a crowd of at least 50 showed up for a Dec. 7 ribbon-cutting.
Several members of the Boise Metro Chamber of Commerce were in attendance. Boise’s Mayor David Bieter cut the ribbon.
After the ribbon-cutting, the crowd waited outside in the cold for a seat in the new restaurant, the Cheesecake Factory’s 120th store. Inside, it was the first day of live training for 200 new employees, who practiced by serving free lunches to the attendees.
Of course, the media were there too.
Howard Gordon, Cheesecake Factory vice president of business development and marketing, has perfected a viral marketing strategy most advertising professionals can only fantasize about. He said that, in 28 years, he’s never had to advertise the Factory. It’s all done by word-of-mouth advertising. Gordon relies on it to spread excitement about the Cheesecake Factory brand: Why buy the cow when you can have the milk for free?
By Gordon’s estimate, at least half the people at the Boise ribbon-cutting had been to a Cheesecake Factory before, or had at least heard of it. That’s exceptional word-of-mouth, considering the nearest location is more than 400 miles away, in Portland.
The media is complicit in spreading that word of mouth – something Gordon knows well.
Complimentary cheesecake accompanied the press releases announcing the Cheesecake Factory grand opening. At the conclusion of his interview with IBR, Gordon sent along a free cheesecake for the entire IBR staff.
Gordon said he maintains a large list of contacts with the media. When the company decided to open in Boise, he utilized the contacts from the marketing department at the Boise Towne Square Mall, where the restaurant is located, to spread the word.
He said he stopped doing press kits five years ago and moved everything to the Web, but the personal touch is what helps the company promote its message.
Gordon gives out his cell phone number to everyone he contacts, and handles all press interviews himself. He’s been with the company for 10 years and handled 110 openings.
Even the company founder, Dave Overton, attends the opening of every new location.
Gordon also goes out of his way to make an impression on community leaders whenever they open a new store.
“It’s very important for us to become part of the community,” Gordon said. “Cheesecake makes friends too.”
Before the recent ribbon-cutting, the Cheesecake Factory awarded two $5,000 checks to two local charities – Life’s Kitchen and Meals on Wheels.
But, at the end of the day, there’s nothing like brand awareness.
Gordon estimates that about 80 percent of Cheesecake Factory customers leave with leftovers. The new restaurant will serve about 3,000 people on an average day, so that’s 2,400 people walking out of the Boise Town Square Mall carrying the Cheesecake Factory brand.
“It doesn’t hurt having people walk around with the bags,” Gordon said.
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To contact the author of this story, send email to: eddie.kovsky@idahobusiness.net
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