A cheesy enterprise

MANILA, Philippines - If you’re in Manila and craving for authentic cheesecake, then drop by one of Cheesecake Etc’s stores. After all, they are the first one to come to mind when you crave for a slice of scrumptious cheesecake. It has already been 10 years but Cheesecake Etc continues to expand with more desserts as well as meals catering to all food eaters.

“When Cheesecake started, most of the ingredients were imported,” says owner Richard Go. Go got the idea to get the Canadian brand to the Philippines after their contract with another foreign franchise expired. Since its establishment in the country in 2000, the company has 36 cheesecake and cake flavors in their menu. Go is proud that they don’t cheat on their customers especially when making their various cakes. “We follow the standards strictly. We’ve always been pressured to do the alternatives but didn’t,” he said.

Although Cheesecake Etc is already an established name, Go notes that it is a challenge for them to convince that they serve other food beyond the cheesecake and coffee in their menu. Another hurdle is impression of a lot of people that their products are expensive. “Our cheesecake is something to rave about. When people look, they think it’s expensive but really, we are affordable,” he said. Proof of this is the various flavors of their cheesecakes, tiramisu and coffee as well as pastas that are top sellers. He goes on to narrate that on one seemingly normal day, Go overheard a group of girls deciding whether or not to dine at his store. He went to them and offered them a proposal  if they wouldn’t like what they would eat, then the bill was on him. Alas, these girls realized that the products at Cheesecake are not only delicious  they are affordable as well!

While many businesses go through the contractual style of hiring employees, Go is proud to say that Cheesecake Etc is a company that decided to go the other way. In fact, he has many employees that are still with him since the first day they opened. Treating people very well, he says, is key to succeeding in an enterprise.

With 11 branches in Metro Manila, Go said that they have lots of plans for Cheesecake Etc. “We will continue to expand. We want to franchise and we are friendly to our franchisee. We also have to continue to evolve and get the customer’s wants,” he said.

Being a businessman even before he established Cheesecake Etc 10 years ago, Go’s experience is incontestable. Asked on what tips he can share to those who would like to get into business, he obliged: “For me, you have to have the passion for business. You have to give everything. It’s an everyday challenge.”

Indeed, it’s a challenge for Richard Go to run Cheesecake Etc. But it’s one challenge he’s gladly and whole-heartedly accept.