The Cheesecake Shops' latest menu introduction has been a result of customer demand for daily indulgence and snackable food.
When developing new flavours and products, Mattin Anang, Product Development Innovator at The Cheesecake Shop, said the top priority is to always listen to what the customers want.
The popular dessert chain has recently introduced the Cheesecake Sticks, designed for everyday indulgence in a bite-sized form.
On a recent trip to Milan, Anang was presented with a new range of ingredients and how they could be used for menu consideration. During these tastings and presentations, one standout was a crunchy coating which could set perfectly when something is dipped into it.
As soon as he saw this, he could visualise how the coating would work for a snackable cheesecake product, while incorporating some of those trending flavours like pistachio, speculoos biscuit or chocolate hazelnut.
The research and development process to launch a new product like the Cheesecake Stick begins by identifying a gap in the market that will resonate with customers. From here, it's presented to the marketing and management teams for feedback before being refined. Once it has been approved, selected franchisees or “Guru Stores” who trial the product, provide additional feedback and help with test baking to ensure it can be rolled out in the highest possible quality in every store. Anang said that the most important verdict is that of the customer.
“One great example was our Red Velvet Cheesecake-Lamingtons. When we trialled those in store, they sold out quickly, so we knew we were on to a winner at The Cheesecake Shop. They are now a permanent part of our Daily Treats Range, and remain one of our top sellers.”
The growing consumer demand for snackable food and the popular culture of “little treats” has driven innovation at the Cheesecake Shop. The brand has responded by creating products that are easy to enjoy and tap into this desire for fun, craveable formats. The Cheesecake Sticks are a prime example of this.
Anang added that this process is ongoing, and the company continually looks for ways to improve, adapt, and grow.
The Cheesecake Shop has worked very closely with its franchisees to give each new product the best chance of success. Consistency is the main challenge of any innovation the company introduces, as nothing it makes is mass-produced; everything is made in store.
The Cheesecake Shop Product Development Innovator, Mattin Anang.
“We need to make sure the product tastes and looks the same from Dunedin to Whangārei and everywhere in between. To do that, yes, we need to have a "wow" product, but we also need to simplify the process so it's efficient for our franchisees and we receive the best results.”
Seasonality is a factor the company considers in its innovation pipeline. Anang said the Cheesecake Shop is passionate about sparking curiosity and building anticipation among its customers.
Its innovation pipeline is typically planned up to 10 to 12 months ahead. When something special is launched, such as the Cheesecake Shop’s Mother’s Day Smash Cakes, it can be tracked in real time to start measuring its success. The data is then reviewed, sales figures are looked at, and franchisees are asked for feedback. He said sometimes it can be a case of the product being added to the core menu, and sometimes it could be adapted to the Daily Treats Range or evolved into another seasonal or limited-time product.
Continual innovation is critical, according to Anang, who said there is always a need to find a way to keep products in the spotlight all the time to keep the brand culturally relevant and top of mind.
“Competition is everywhere, from dessert shops to quick service restaurants to supermarkets, and we compete against everyone,” he said.
“Innovation drives customer count. By consistently innovating, refining and offering exciting new twists, we aim to keep our customers engaged, coming back for more, and excited about what's in the pipeline.”
Over the next 12 months, Anang said there will be continual innovation in the idea of everyday indulgences. He said there is a core range that is constantly refined, and the Daily Treats range that taps into the demand for snackable, convenient desserts.
He said the next step was to look at what falls in between.
“I see us innovating more in the size of cakes we produce to offer greater choice for customers. Households are shrinking, and you don't always want a cake that serves 12 sitting in your fridge for a week, so we're looking at smaller sizes to meet our customers' need for everyday dessert occasions.”
Flavours and trends will always be explored by the Cheesecake Shop, and how they can be introduced onto the menu.
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