The Cheesecake Shop

What The Cheesecake Shop does

The Cheesecake Shop operates a specialty cake and dessert retail franchise network with over 250 stores across Australia and New Zealand, founded in 1991 in Rozelle, Sydney. The franchisor entity, The Cheesecake Shop Pty Ltd (ACN 059 134 431), is headquartered in Fairfield East, NSW, and serves approximately 5 million customers annually through independently owned franchise stores that handcraft cakes and desserts in-store daily using premium ingredients including Belgian chocolate and locally sourced fruit. Core product categories span baked cheesecakes, mudcakes, continental cheesecakes, celebration cakes, tortes and gateaux, plus dedicated vegan, eggless, and gluten-free ranges, and a growing small-treats line (cookie pies, cake pops, cheesecake sticks, cupcakes, cake sandwiches, lamingtons, dessert cups, and Cake in a Can). A custom cake service supports bespoke orders for weddings and milestone events.

The business runs a dual go-to-market model combining direct-to-consumer retail with franchise partner recruitment. Revenue is generated through one-time retail sales (in-store and via the own-website storefront), franchise fees and royalties from the network, custom cake orders requiring a 50% non-refundable deposit, and third-party delivery transaction fees via UberEats, DoorDash, and Menulog. Pricing is set in AUD inclusive of GST, with baked cheesecakes starting from AUD 12.95 and celebration/specialty cakes ranging from AUD 39.95 to AUD 79.95; prices vary between franchisee-operated stores. Online ordering is enabled through cheesecake.com.au with Tyro Payments as the payment processor, and a 1-hour click & collect service supports pickup orders. Following a November 2023 store redesign featuring an open kitchen concept, customers can observe cake production in-store.

The franchisor manages brand standards, national marketing campaigns across email, social media (Meta, Instagram, LinkedIn, TikTok), and the Baker's Notes content blog, as well as national franchise events such as the 2024 Franchise Partner Conference, and centralized supply chain agreements. The leadership team was substantially refreshed between 2022 and 2024, including a new CEO recruited from Domino's, a newly created CIO role to lead digital transformation, a new CMO, and a Head of Network Development tasked with franchise expansion. The company reports 12 consecutive years of year-on-year growth, 90% consumer brand awareness, and two Australian Established Franchisor of the Year awards.

Name

The Cheesecake Shop

Legal name

The Cheesecake Shop Pty Ltd

Website

https://www.cheesecake.com.au/

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

The Cheesecake Shop is an Australian-founded specialty cake and dessert franchise network operating 250+ stores across Australia and New Zealand since 1991, serving roughly 5 million customers annually with handcrafted in-store baked cheesecakes, mudcakes, celebration cakes, and small treats sold via retail stores, own-website ordering, and third-party delivery apps.

Ownership category

akta.pro rank

Product category

Specialty Bakery Retail

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050)

akta.pro primary industry

Cake Shops & Custom Celebration Cakes (THAFAFAC)

akta.pro secondary industries

Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Specialty cake retail
• Bakery franchise
• Celebration cakes
• Handcrafted desserts
• Cheesecake bakery

Headquarters

HQ city

Villawood

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Retail Store Sales: Direct retail sales of cakes, cheesecakes, desserts, and accessories through over 250 franchise stores across Australia and New Zealand. Products are made fresh in-store daily. Customers purchase in-store or online for pickup/delivery.
2. Online Ordering: Website-based ordering system where customers select products, choose a local store, and pay online. Orders are collected in-store or delivered via third-party services. Includes customization options for personalized messages and toppers.
3. Third-Party Delivery: Orders placed through UberEats, DoorDash, and Menulog platforms. The Cheesecake Shop prepares products for delivery. Delivery fees and service charges differ from in-store pricing.
4. Custom Cake Orders: Custom-designed cakes for special occasions requiring 50% non-refundable deposit. Balance payable on pickup. Changes allowed up to 14 days before pick-up. Products are made to individual customer specifications.
5. Franchise Fees: Revenue generated from franchise partnerships. Franchisees pay to join the TCS system and receive access to the brand, proven business model, training, marketing support, and ongoing operational guidance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Cheesecake Shop is a specialist cake and dessert retailer that operates a franchise network of over 250 bakery stores across Australia and New Zealand. Each store bakes handcrafted cakes, cheesecakes, mudcakes, tortes, celebration cakes, and small treats fresh in-store daily using premium ingredients. Customers can order in-store, online for 1-hour Click & Collect, or through third-party delivery apps.

Product overview

The Cheesecake Shop is a cake and dessert bakery retail business operating over 250 stores across Australia and New Zealand since 1991. The product portfolio centers on handcrafted cakes and desserts organized into core categories: Baked Cheesecakes (American, Marble, Quad Choc, Wildberry, Mississippi), Celebration Cakes (themed birthday and milestone cakes), Continental Cheesecakes (Citron Glaze, Creamy Caramel, Tropical Passionfruit, Wild Strawberry), Mudcakes (Belgian Double Choc, Caramel Glaze, Marble, White), Tortes & Gateaux (Beesting Torte, Fairy Cake, Dubai Chocolate Cake, Strawberry Matcha Torte), Everyday Delights (Pavlova, Lemon Meringue, Gluten Free, Carrot Cake, Red Velvet), Eggless Cakes (Eggless Black Forest Torte), and Vegan Cakes (Plant Based Ultimate Fudge). The Desserts & Small Treats line includes Cookie Pies, Cake Sandwiches, Cake Pops, Cheesecake Sticks, Cupcakes, Dessert Cups, Lamingtons, and Cake in a Can. Accessories include Cake Toppers and Chocolate Numbers. Services offered include Custom Cakes (bespoke personalization), Cake Delivery and 1 Hour Click & Collect (via website and third-party apps), and Franchise opportunities. Products are baked fresh in-store daily by skilled local bakers with decorators adding personalized finishing touches.

Differentiator

Problem solved

Functional benefit

Products and services

• Baked Cheesecakes Traditional baked cheesecake range including American Baked Cheesecake, Marble, Quad Choc, Wildberry, and Mississippi varieties. Crafted on a handmade biscuit base with rich, smooth texture. Priced from $12.95.
• Celebration Cakes Designed celebration cakes for birthdays and milestones including Rainbow Cake, Pretty & Pink, Brilliant & Blue, Caramel Popcorn, Candyland, Cookies & Cream Birthday, Sprinkle Me Pretty, and Pinata Fun. Priced from $17.95 to $79.95.
• Continental Cheesecakes Light, creamy cheesecakes including Citron Glaze, Creamy Caramel, Tropical Passionfruit, and Wild Strawberry. Made for sharing or savoring solo. Priced from $12.92.
• Eggless Cakes Eggless cake range making cake accessible to customers who avoid eggs. Currently includes Eggless Black Forest Torte priced from $44.95.
• Mudcakes Rich, dense, indulgent mudcakes including Belgian Double Choc, Caramel Glaze, Belgian Marble, and Belgian White Mudcake. Made with premium Belgian chocolate. Priced from $12.95.
• Everyday Delights Everyday treats including Pavlova, Lemon Meringue, Gluten Free Chocolate Cake, Carrot Cake, and Red Velvet Cake. Priced from $12.95.
• Tortes & Gateaux Elegant tortes and gateaux with thoughtful flavors and fluffy sponge including Beesting Torte, Fairy Cake, Dubai Chocolate Cake, Strawberry Matcha Torte, Tropical Torte, Strawberry Fields Torte, Double Choc Strawberry Torte, and Black Forest Torte. Priced from $13.95.
• Vegan Cakes Plant-based vegan cakes including Plant Based Ultimate Fudge. Dairy-free with bold flavor and presentation.
• Cookie Pie Warm cookie pies including Pistachio Cookie Pie and Caramel Cookie Pie, each priced at $8.95. Served warm with cheesecake mix and various toppings.

Quantifiable outcome

• Nearly 5 million customers served annually across 250+ stores
• +2 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• UberEatscoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership enabling customers to order TCS products for home delivery through the UberEats platform. TCS prepares orders for delivery; UberEats handles logistics and delivery to customers. Prices on platform may differ from in-store pricing.
• DoorDashcoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership enabling customers to order TCS products for home delivery through the DoorDash platform. TCS prepares orders for delivery; DoorDash handles logistics and delivery to customers.
• MenulogcoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership enabling customers to order TCS products for home delivery through the Menulog platform in Australia.
• Tyro Payments LimitedcoreTechnology or IntegrationExternal payment processor for secure processing of online purchases through the TCS website. Tyro handles payment transactions securely. TCS receives only order-related information (name, email, billing address) for order fulfillment.
• Make a Wish FoundationminorStrategic or Co-development PartnerCharitable partnership where The Cheesecake Shop partners with Make A Wish to help grant wishes for children with critical illnesses. Mentioned in Baker's Notes blog and Franchise Hub.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Donut King: Long-established ANZ donut and dessert franchise. Comparable franchise operating model, mall-based high-traffic location strategy, and impulse-occasion dessert category.
• Crumbl Cookies: Fast-growing rotating-menu cookie and dessert franchise. Comparable franchise-led dessert retail model, viral SKU cadence, and digital-first ordering that competes for the same occasion-based dessert spend.
• Michel's Patisserie: Australian franchise network specializing in cakes, patisserie, and coffee. Direct competitor in the ANZ cake-shop franchise category with a comparable franchise-led retail model.
• San Churro: Australian franchise chain of chocolate and dessert cafés. Comparable ANZ footprint, franchise-led dessert category, and overlap on gifting/celebration occasions.
• Cold Rock Ice Creamery: Australian ice cream and dessert franchise. Comparable ANZ franchise-led dessert retail with shared customer occasions (birthdays, family treats) and unit economics profile.

Broad incumbents

• The Cheesecake Factory: US-based full-service restaurant chain globally recognized for cheesecake and indulgent desserts. Comparable on product category and brand association with cheesecake, though much larger scale and dine-in format.
• Krispy Kreme Australia: Global doughnut and sweet-treat brand with ANZ presence. Comparable on indulgent dessert category and franchise retail distribution, though anchored in donuts rather than cakes.

Regional players

• Gloria Jean's Coffees: ANZ café franchise serving coffee and sweet treats. Comparable franchise-led retail model and shared food-court/retail real estate footprint, with category overlap on dessert and treat occasions.

Emerging players

• Adriano Zumbo: Australian premium patisserie brand known for elaborate cakes and desserts. Comparable on the celebration-cake category, premium positioning, and Australian consumer base, though smaller and store-led rather than franchise-led.

Others

• Domino's Pizza Enterprises: ANZ franchise QSR leader and a direct prior employer of multiple TCS executives (CEO, CIO, Head of Operations). Indirectly relevant as a comparable franchise platform and talent pipeline, though in a different food category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/thecheesecakeshop
• YouTubeyoutube.com/channel/UCZ5JwWAoLJvDhJ1U3MOvR-Q
• Facebookfacebook.com/thecheesecakeshop
• LinkedInlinkedin.com/company/the-cheesecake-shop
• Instagraminstagram.com/thecheesecakeshopau
• TikToktiktok.com/@thecheesecakeshopau

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Cheesecake Shop