With their thirst for innovation and fanatical attention to every aspect
of the dining experience, it was clear to Automatic that creating
another traditional website was simply not enough for The Cheesecake
Factory (NASDAQ: CAKE). After months of research and technical trials,
Automatic presented something groundbreaking for the company: an
‘experiential’ website that brings the restaurant to life online.
"When we first saw the concept presented by Automatic, you could feel
the energy and buzz in the room – we knew we were onto something that
was truly revolutionary. The experiential website design reflects the
true essence of The Cheesecake Factory in a way that we’ve never seen
before on the internet,” said Mark Mears, Chief Marketing Officer for
The Cheesecake Factory.
"We studied hundreds of restaurant websites, and then looked at all the
‘marquis’ websites from other top digital agencies, and we saw a blaring
commonality – that web design was stuck in 2-D and relegated to static
technologies,” said Philip Shaw, Chief Solutions Officer for Automatic
Partners. "A 3-D site offers some ‘live’ elements like video, but we
wanted to take it one step further. Using dynamic video, pan navigation,
and advanced sound design, we were able to deliver a 4-D experience,
where consumers feel a part of the restaurant and can almost taste the
food,” said Shaw.
The new experiential website for The Cheesecake Factory is powered by
cutting edge technology. "We’ve been working for well over a year to
figure out new video compression techniques, analytic tracking in flash
objects, and new user interface and sound design for websites, and we
are really thrilled that this came together to create a whole new level
of engagement for The Cheesecake Factory,” said Howard Hohnadel, Chief
Operating Officer and Technologist for the digital agency.
"This is the first step in creating a ‘world class +1’ website
experience for our guests. We literally rethought every aspect of the
guest portal interaction and believe the new site will convey the
uplifting feeling and excitement that our guests find in our
restaurants. We also have improved the experience by linking our
ecommerce business with our guest portal,” said Mears.
The new guest portal also features videos of actual staff members
greeting guests and giving information and navigation suggestions. Using
internal talent has also helped to generate a source of pride among
their 30,000 restaurant employees.
The technologies and techniques used to implement the site are only the
beginning of the evolution of TheCheesecakeFactory.com. "Automatic is a
talented company who collaboratively partnered with our team to provide
technical knowledge and creative innovation. From here we have plans to
integrate other new technologies into the site to further enhance guest
involvement,” said Jim Rasmussen, Chief Information Officer of The
Cheesecake Factory. The site is implemented in the IBM WebSphere
environment and controls content dynamically through WebSphere Content
Manager software. "The new site leverages our robust and scalable
infrastructure to develop a rich, engaging user experience that will
allow us to innovatively incorporate new technologies to enhance and
grow our online business,” he added.
Mears explained why they chose Automatic, saying, "Through the digital
planning work they did with us, they’ve proven that they get it – they
understand the richness, the quality, and the essence of The Cheesecake
Factory. Their creative vision, brand background, and their IBM
WebSphere technical ability made them the natural choice.”
"Our work for world-class brands continues to grow at a rapid pace. From
Fossil, to BakeMark, to Charlotte Russe, to Alamo, to name a few, we’ve
been able to turn our unique formula into strong growth for Automatic.
And the work for The Cheesecake Factory enables us to showcase what we
believe to be the next evolution of website development. It’s the
difference between looking at still pictures and then comparing that
experience with seeing a state-of-the art action movie. You’ll never go
back,” said Les Kocsis, Chief Executive Officer of Automatic.
About Automatic Partners, LLC:
Automatic Delivers Pure Performance Digital. Automatic is a pure digital
company that builds world-class websites with superior functionality,
interface, and enterprise connectivity. Automatic is powered by
strategic branding, organizational insight, leading-edge technical
expertise, mobile applications, and eye-popping creativity. The Southern
California digital agency is located in Irvine, California and can be
reached at www.AutomaticPartners.com.
About The Cheesecake Factory, LLC:
The Cheesecake Factory was founded in 1978 and has grown to over 145
restaurants with annual revenues of over $1.6 billion. The Cheesecake
Factory’s full-service restaurants offer over 200 menu items including
over 30 varieties of cheesecake. In contrast to many large restaurant
operations, virtually all menu items are prepared on the restaurant
premises using high-quality, fresh ingredients based on innovative and
proprietary recipes. The Cheesecake Factory success is attributed to the
unique value offered to guests, which includes great food, generous
portions, and moderate prices. Each restaurant possesses a distinctive,
contemporary design and decor that creates a high-energy ambiance in a
casual setting. The company is publicly traded on the Nasdaq exchange
with the stock ticker symbol CAKE.
