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Build Your Brand By Starting With Dessert

By jameszol
Published on January 3, 2008

Late post.

Quick thought.

I ate at the Cheesecake Factory today in Las Vegas and I realized that this restaurant makes millions more than most restaurants out there…because 9 times out of 10, they sell you a dessert before you even eat your meal.

The restaurant started as a cheesecake maker for local shops and restaurants…the expansion into a restaurant, naturally, came later. I think it was a brilliant branding move - a meal is $10 -$15 and desert is $10 - $15…they effectively doubled their revenue per person by building their brand differently - dessert came first!

What is the “dessert” in your industry and is it possible to build/expand your business around it?

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