Australia and New Zealand's leading speciality cake and desert franchise system. With just on 200 stores, most of which are franchised the company also operates an ingredients distribution business and related food manufacturing facilities. The Cheesecake Shop brand is differentiated by its range of speciality cakes and deserts which are baked fresh at each store using standardised processes and recipes to ensure a consistent quality standard. Recent innovations include the development of a range of 'Special Celebration' wedding cakes and the like as well as a range of smaller everyday treats designed for impulse purchase. The company has recently announced a brand refresh initiative that will see stores progressively updated with a fresh and modern new look, over the next three years.