Task Environment
III. External Environment
C. Task Environment
1. Gluten free options need to be added (O)
The market for gluten free is expected to top $2.6 billion and grow every year through 2015. There is a derived health benefit to gluten free food, as many people believe. The Cheesecake Factory and its staff needs to be trained on the importance of preparing gluten free products and develop specific items that can be safely suggested to the guests who desire or need gluten free products. There is an opportunity for a separate menu that should be developed; the plates should be identified on the main menu. It is very difficult for those with celiac disease to eat out when there are not many options for gluten free restaurants; this gives an opportunity to The Cheesecake Factory to increase their consumer market.
2. Shift away from fine dining (T)
The shift in the market away from fine dining experienced in 2012 will continue in the upcoming years as consumers remain cost conscious. There is still no clear indication as to where the economy in general is heading. Until a change comes consumers will be focused on “Perceived Value”. This shift has helped the Quick Serve Market which has led to an opportunity for them to introduce a higher end product to their menus. Taco Bell and McDonalds, for instance, have reaped the benefit of this market shift; consumers see a greater value for their money. The Cheesecake Factory can continue with a more creative, reasonable priced or multiple portion sizes menu and more attention to the hospitality of their aspects. The company is shifting away from fine dining by placing the restaurants near malls making it more casual to eat there; this can be seen as a threat, as The Cheesecake Factory has been seen as a place to dine on special events, this is slowly deteriorating.
3. The economy will be in focus (T)
The last three quarters of 2012 have been rough for a number of restaurants. The only bright spot has been Quick Serves. 2013
C. Task Environment
1. Gluten free options need to be added (O)
The market for gluten free is expected to top $2.6 billion and grow every year through 2015. There is a derived health benefit to gluten free food, as many people believe. The Cheesecake Factory and its staff needs to be trained on the importance of preparing gluten free products and develop specific items that can be safely suggested to the guests who desire or need gluten free products. There is an opportunity for a separate menu that should be developed; the plates should be identified on the main menu. It is very difficult for those with celiac disease to eat out when there are not many options for gluten free restaurants; this gives an opportunity to The Cheesecake Factory to increase their consumer market.
2. Shift away from fine dining (T)
The shift in the market away from fine dining experienced in 2012 will continue in the upcoming years as consumers remain cost conscious. There is still no clear indication as to where the economy in general is heading. Until a change comes consumers will be focused on “Perceived Value”. This shift has helped the Quick Serve Market which has led to an opportunity for them to introduce a higher end product to their menus. Taco Bell and McDonalds, for instance, have reaped the benefit of this market shift; consumers see a greater value for their money. The Cheesecake Factory can continue with a more creative, reasonable priced or multiple portion sizes menu and more attention to the hospitality of their aspects. The company is shifting away from fine dining by placing the restaurants near malls making it more casual to eat there; this can be seen as a threat, as The Cheesecake Factory has been seen as a place to dine on special events, this is slowly deteriorating.
3. The economy will be in focus (T)
The last three quarters of 2012 have been rough for a number of restaurants. The only bright spot has been Quick Serves. 2013