Overview

The Cheesecake Factory is a happy place where culinary indulgence happens. With more than 190 locations in the United States and the Middle East, The Cheesecake Factory strives to bring the best possible food and service to each guest at every one of their locations. They serve over 30 legendary signature cheesecakes and desserts, as well as 250+ delicious menu items, all made fresh from scratch, each day.  

 

Challenge

Since 2014, MUSE has partnered with The Cheesecake Factory to communicate this fantastical food experience through a myriad of campaigns for in-restaurant, digital, print and out of home, all designed to entice and engage new and returning guests while amplifying brand awareness and building community.

 

Solution

Our work with The Cheesecake Factory began with the management of a comprehensive brand audit. MUSE interviewed several restaurant managers from different locations, key personnel, and loyal guests. Through the audit process, we discovered the brand was perceived as lacking a compelling and unique persona and didn’t reflect the company’s values. Our goal was to refresh and energize the brand. MUSE created a new voice and a comprehensive set of brand guidelines to implement the new positioning through a more compelling, iconic and engaging communication. We literally brought a dimensional world to life. We believe in bringing joy to every single execution, from posters to digital activations.