A launch formula that puts new stores in the network’s top 30%.

One master launch plan, localised for every new bakery, from grand opening day to foot traffic.

A scientist with tweezers examines a slice of cheesecake on a laboratory scale — Fig. 1 · Illustration, not client work

970k+
Impressions per launch: 205k+
People reached per launch: Top 30%
Network performance

§ 01

The specimen

The Cheesecake Shop is an Australian bakery chain with 225+ franchise locations across Australia and New Zealand.

§ 02

The problem

Every new store needs a strong market entry: awareness of the new location, foot traffic from day one, and momentum after the ribbon is cut.

§ 03

The experiment

We built a master launch plan, including a grand opening day event, then localised and executed it for every new store opening.

Master launch plan
Grand opening events
Local paid social
Local area marketing

§ 04

Results

Each launch reached 205,000+ people with 970,000+ impressions, and the launched stores consistently rank in the top 30% of the network for performance.

Across the network to date: 18+ store launches and 98+ local area marketing campaigns, with 42.6 million+ ad views and 9.1 million+ people reached.

“Partnering with The Marketing Lab has made a real difference to our brand and business. From day one, they hit the ground running, seamlessly becoming an extended arm of our marketing team. Their ability to handle the challenges and diversity within our franchise network has been valuable, especially in the rapid execution of local area marketing campaigns.”

Reviewer Lyne Duong, Marketing Manager, The Cheesecake Shop

From the field

The Cheesecake ShopLocal campaign creative

How we work now

Same method, better memory

The work above came from the way we’ve always worked: a hypothesis first, then the numbers. Today that runs through LabOS, our own platform, which keeps every result on file so the next campaign starts from what we already know.

How LabOS works →

Every monthRESULTSfeed the next plan