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Market Intelligence Center  Sep 12  Comment 
Cheesecake Factory Inc (CAKE) presents a trading opportunity that offers a 5.95% return in just 127 days. A covered call on Cheesecake Factory at the $47.00 level expiring on Jan. '15 offers an assigned return rate of 5.95% or 17.10%...
Cloud Computing  Aug 28  Comment 
CORAL SPRINGS, Florida , August 28, 2014 /PRNewswire/ -- read more
Market Intelligence Center  Aug 20  Comment 
Option-trade picking algorithms patented by MarketIntelligenceCenter.com found a trading opportunity with Cheesecake Factory Inc (CAKE) that should provide a 3.98% return in just 59 days. Sell one Oct. '14 call at the $46.00 level for each 100...
Cloud Computing  Aug 19  Comment 
NEWPORT BEACH, CA--(Marketwired - August 19, 2014) - CAKE, the marketing technology SaaS company owned and operated by Accelerize New Media, Inc. (OTCQB: ACLZ), today announced that U.S. News University Connection is using CAKE's marketing...
Cloud Computing  Aug 13  Comment 
NEWPORT BEACH, Calif. , Aug. 13, 2014 /PRNewswire/ -- CAKE, the marketing technology SaaS company owned and operated by Accelerize New Media, Inc. (OTCQB: ACLZ), today announced that CAKE president Jeff McCollum will moderate a panel with...
Cloud Computing  Aug 12  Comment 
NEWPORT BEACH, CA--(Marketwired - August 12, 2014) - CAKE, the marketing technology SaaS company owned and operated by Accelerize New Media, Inc. (OTCQB: ACLZ), today announced that CAKE president Jeff McCollum will moderate a panel with...
Cloud Computing  Aug 11  Comment 
NEWPORT BEACH, CA--(Marketwired - August 11, 2014) - CAKE, a marketing technology SaaS company, today announced the release of a white paper, The Hitchhiker's Guide to Attribution: Mapping the Customer Journey for Advertisers. read more
Market Intelligence Center  Aug 11  Comment 
MarketIntelligenceCenter.com's patented trade-picking algorithms have identified an attractive covered-call trade on Cheesecake Factory Inc (CAKE). Look at the Oct. '14 $44.00 covered call for a net debit in the $42.20 area. This trade has a...
Trading with the Average Jay  Aug 5  Comment 
Sometimes to improve your trading you have to except your mistakes. Here is my big mistake today trading Marriott International Inc ( MAR.) I have a trading plan that works for me, and yet at times I allow my mind to forget the rules....
CNNMoney.com  Jul 30  Comment 
Read full story for latest details.




 

Cheesecake Factory (NYSE: CAKE) operates 162 upscale casual dining restaurants under its namesake in the United States. The company also includes 14 Grand Lux Cafes, a growing secondary chain with a more upscale design. Additionally, The Cheesecake Factory owns 1 restaurant under the RockSugar Pan Asian Kitchen mark.[1] The company is unique in that it offers both a broader menu selection and more upscale experience than many of its more casual peers. It is also able to compete with more upscale restaurants, by pricing its selections on the lower end of the upscale casual dining spectrum. Because Cheesecake Factory restaurants operate near capacity, opportunities for same store sales growth are limited. Instead the company has achieved steady growth by increasing its number of stores. At the same time, the company has successfully established both Grand Lux and Cheesecake Factory as two distinct brands in the eyes of consumers, giving the company the opportunity grow both concepts without fear of cannibalization.

In a sluggish economy, even upscale restaurants can feel the effect of consumers tightening the grip on their wallets. The Cheesecake Factory feels this effect even more-so because of it's position as a low-price upscale restaurant. Because its position attracts inspirational middle-class and even lower class consumers, the consumers that feel the effects of a sluggish economy the worst, the Cheesecake Factory will feel the negative effects of these customers cutting back on spending. With lower traffic flow, the company's bottom line will suffer. As a result, in 2009 the company's comparable store sales growth at its restaurants was -2.6%.[2]

Company Overview

The Cheesecake Factory operates 177 upscale, casual, full-service dining restaurants: 162 under the Cheesecake Factory name, 14 Grand Lux Cafes, and 1 RockSugar Pan Asian Kitchen.[1] 96% of the company's sales come from its restaurants and the remaining comes from its bakeries (which are inside the restaurants).

Restaurants[3]

  • The Cheesecake Factory (162 restaurants) is the company's namesake restaurant which appeals to diverse guest base across a broad demographic range. The restaurant's menu features 200 items including pizza, seafood, steaks, chicken, burgers, pastas, salads, sandwiches, and desserts. Desserts represent 15% of the restaurant's revenue. Each restaurant also has a full-service bar. Alcoholic beverage sales account for 13% of the restaurant's revenue.
  • Grand Lux Cafe (14 restaurants) is an upscale restaurant that offers American and international food choices. Each restaurant has a bakery and a bar. The company has two restaurants in casinos in Las Vegas which are open close to 24 hours a day.
  • RockSugar Pan Asian Kitchen (1 restaurant) features a Southeast Asian menu in an upscale dining setting. It's dishes are served Asian family-style.

Business Growth

FY 2009 (ended December 29, 2009)[2]

  • Net sales fell less than 1% to $1.6 billion. Restaurant sales decreased slightly by $2.2 million due to a 2.6% decrease in comparable store sales. The company attributes the decrease in sales to lower traffic due to the sluggish economy. This was offset by slightly higher average checks, mainly due to price increases.
  • Net income fell 18% to $42.8 million. Total costs and expenses increased by $9 million, with general and administrative expense increase accounting for most of the increase.
  • Menu prices increased by 1.2% and 0.8% in the first and third quarters respectively.

Trends and Forces

Sluggish Economy Means Consumers Spend Less

Consumer spending on casual dining is discretionary in nature. In slow economic times, consumer's quickly decrease expenditures on services like dining. The Cheesecake Factory feels this effect even more-so because of it's position as a low-price upscale restaurant. Because its position attracts aspirational middle-class and even lower-class consumers, the consumers that feel the effects of a sluggish economy the worst, the Cheesecake Factory will feel the negative effects of these customers cutting back on spending. With lower traffic flow, the company's bottom line will suffer. As a result, in 2009 the company's comparable store sales growth at its restaurants was -2.6%.[2]

Growth Through Expansion

Because the company's restaurants operate at full capacity, that is the restaurants are typically always full and customers usually have to wait to be seated, growth within already existing restaurants is extremely limited. Since the restaurants are open 7 days a week into the late hours of the night that area of growth has already been exhausted. The only way a full capacity restaurant can grow is if the company makes physical expansions to the building, more chairs and tables are added, or if they raise prices -- all of which are undesirable for the company. Instead, the company must grow by opening new restaurants which is costly and poses risks. The company plans to open three Cheesecake Factory restaurants in 2010.[4]

Rising Costs Creep Up On Profits

Along with labor and rent costs, rising commodity costs will depress profits. The company will be forced to either absorb the impact of higher costs and suffer from lower earnings or pass on its costs to customers by raising prices and risking losing customers. Because the Cheesecake Factory has year-long contracts for many of their commodities, they are partially protected against this. For example, in 2009 the company's bakery business benefited from a year-over-year contracted price for cream cheese, which kept costs down.[5]

Competition

The Cheesecake Factory competes in the casual dining segment, which is defined as full-service restaurants serving moderately-priced food in a casual setting. The Cheesecake Factory has lower prices than their upscale competitors.

Some of The Cheesecake Factory's competing companies are:

Darden Restaurants (DRI): Olive Garden, Red Lobster, Bahama Breeze

McCormick & Schmick's Seafood Restaurants (MSSR)

P.F.Chang's China Bistro (PFCB): P.F. Chang's China Bistro, Pei Wei Asian Diner, Taneko Japanese Tavern

Brinker International (EAT): Chili's, On the Border, Macaroni Grill, Maggiano's

References

  1. 1.0 1.1 [1]
  2. 2.0 2.1 2.2 CAKE 2009 10-K "Selected Financial Data" pg. 25
  3. [2]
  4. CAKE 2009 10-K "Restaurant Expansion" pg. 6
  5. CAKE 2009 10-K "Cost of Sales" pg. 29
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