The Cheesecake Shop Townsville

The Cheesecake Shop was founded by brothers Warwick and Robert Konopacki in 1991. From humble beginnings in the back blocks of Sydney’s inner western suburb of Rozelle, the brothers Konopacki baked delicious cakes fashioned from’ Mamuska’, their Polish mother’s, traditional recipes. Robert had entrepreneurial flair and experience in food while Warwick, a clinical psychologist by trade, brought a s

trong analytical mind that helped design and document the recipes and procedures. Within two years the first franchised store was opened at Baulkham Hills Sydney that achieved overnight success and precipitated the opening of a further two hundred stores over the next five years. Warwick may have been the first clinical psychologist to offer a relaxing slice of cake before discussing more personal issues on the couch. The Cheesecake Shop stores are now in every state of Australia and New Zealand and have more recently opened in the United Kingdom and Poland. The franchised structure of the business together with the disciplined procedures and recipes helped create a consistency of quality that has led to ‘The Cheesecake Shop’ brand achieving exceptionally strong consumer awareness and preference. Today the brand is synonymous with immaculately presented and delicious cakes, loved by a generation of Australians and New Zealanders. In 1997, The Cheesecake Shop was acknowledged by its peers in the world of franchising by being awarded the prestigious ‘Franchise System of the Year’. The business has grown and evolved into a sophisticated and profitable modern enterprise. In addition to the franchising business, an ingredients supply operation was established, called United Network Suppliers, to support the retail stores along with a facility called ‘King’s Pantry’, that manufactures ancillary items for the stores such as biscuits, Macarons, Rocky Road, Rum Balls, profiteroles and éclairs. The headquarters of the business is now located in an office and warehouse complex at Villawood in Western Sydney. New franchisees are now trained in the on-site store and bakery. In 2009, a brand refresh initiative was launched to franchisees. This involved a modernising of the brand and signage together with an upgrade of the retail stores to incorporate a clean new look with state of the art refrigeration. The brand refresh will ensure that The Cheesecake Shop brand remains as relevant and loved today and in the years ahead as it has been in the past. Stores are being progressively updated as leases and franchise agreements are renewed. Warwick Konopacki remains active in the business as the Managing Director and today is supported by a professional management and franchisee support team.