TXR
ASTRO Online Request Form
(office use only)
Payer Details
Name
Diarmuid Hannigan
Address
236 Smith Street
Suburb/City: Collingwood
State: Victoria
Postcode: 3066
Country
Australia
Email
[email protected]
Phone 03 94195044
ABN
27006027890
Fax
Cust Type Applicant
Username diarmuid
03 94195452
IPA Customer # 1626145
CDH ID
CCS ID
SAP CMR
Agency Code
Payment Details
Amount Paid
Date 2015-06-01 11:49:03.0
0.00
Bank Reference
IPA Reference
Card Type
Card No.
Card Name
Card Expiry
Request Details
Business Line
Trade Mark
Patent
X
Design
Plant Breeder's Right
Freedom of Information
Other
Request Status Submitted
Payment State No payment
Customer Ref
18051953
Transaction ID ALS-0000001225
Application/
Reference #s
Attachments
1626145
Trade mark declaration.pdf
Description of Request
Declaration form
Declaration.
Title The Cheesecake Factory
IP Right No 1626145
Declaration made By Diarmuid Hannigan of 236 Smith Street Collingwood as Managing Director of
the Cheesecake Factory Pty Ltd, on behalf of The Cheesecake Factory Pty Ltd.
1. The Cheesecake Factory began its life as a partnership in1979 between two engineers, one
who had worked for General Motors Holden in Melbourne and me, who had worked for
Rheem Australia in Melbourne in a factory that manufactured 44 Gallon Drums. Since the
entity we were creating was wholly and soley devoted to the manufacture and sale of high
quality cheesecakes and coming from an engineering background we decided to name the
business The Cheesecake Factory. (A factory that manufactures cheesecakes)
2. In 1980 with assistance from the Commonwealth Development bank of Australia we
purchased and renovated a small 2000 sq ft factory for the purpose of manufacturing
cheesecakes.
See photo below.
3. The business grew and supplied cheesecakes to a wide sector of the local food service
industry and also supplied cheesecakes to the Coles AND Safeway supermarket chains from
the factory. Due to its success the partnership became incorporated on June 22nd 1982.
Refer
4. From 1982 through to 1988 the Cheesecake Factory`s products (Various types of
cheesecakes) entered the frozen food market and were sold throughout every state and
territory in Australia. The Cheesecake Factory also supplied large restaurant chains such as
Pizza Hut and Sizzlers. The Cheesecake Factory was able to achieve this success by
incorporating modern production process techniques combined with heavy machinery to
meet the ever growing demand for its cheesecakes. A demand that can only be supplied by a
special purpose factory.
Internal photo of the factory at 236 Lygon Street.
5. Due to the success of the business The Cheesecake Factory trade marked the name Charada.
The reason The Cheesecake Factory trademarked Charada instead of The Cheesecake
Factory was because at the time in Australia it was not possible to trade mark a word or
combination of words.
6. As a result of The Cheesecake Factory`s expertise and success in the high volume production
of quality cheesecake we were approached by Mitsubishi Trading with a request to supply
Japans largest restaurant chain (The Skylark group) with frozen baked cheesecake by the
container load. The Cheesecake Factory successfully developed a production process to
enable it to successfully supply this market and in 1991 won a Victorian Government Export
award for its efforts.
Presentation by the Governor of Victoria.
7. As a result of The Cheesecake Factory`s ongoing success in the Japanese market The
Cheesecake Factory Pty Ltd won The NIES new Exporter of the year award in 1992.
8. As a result of winning this award the Cheesecake Factory gained national recognition
through coverage by radio Tv and print media.
TV Link. The Cheesecake Factory Manufactures for Japan
https://www.youtube.com/watch?v=q4IeLMK1giA
Examples of print media coverage.
Saturdays Age Front page 21st March 1992 Headed
A tough Fight for Just Desserts.
production of 6000 slices of cheesecake a
day. We need a bett.ir mechanism co move
such as handling export documentation
- a boon fur a sn1alt organisation.
that. product: Despite the fact The
Like its agent, 1i!ttsubishi. The
Chee.ecake Factory has a retail outletand
sur>plie• caterers with the product at a
bargain price S<llling the rejects poses a
problem.
Cheesecake Factory is looking io the long
term. "'\Vhen everything is running
s n1oothly and '"e are .suppJying on a
regt~ar basis we might be able to look to
other products. We have the advantage
Support
ofl>idng sJ1U1.1J and flexible, \Ve've 'vorked
"The overall s upport from Mit.subisht
reOe<.is their commitn1ent to a long-tet1n
relationsh ip. 'l'liey are initially success
driven, rathe.r than profit driven. Once
i;UCCeSS is achieved then profits CoJIO\V.
at establishing «Jur credentia ls 1 our
customers understand we can work '"ith
t..he1u. 'l'he Japanese market for
cheesecake is on a strong \tp,vard curve.
Selling to the overseas n1arketbrings you
tothe end ofa cycle, and. ofcourse, Japan
&cause Ute Japanese operat~ in g'l'()Ups,
i~
it n1eans. t.haL evl!ryune has a say, a
product is torn apnrt and criticised and
by th e time it gets to the market ·t hat
level ofco11tributiou results in an al n')OSl
perfect product." Mitsubishi also
provided support in negotiating with the
custon1er and in a.dullnistretive- a:reas
Contact: Diar1nuid Ha1in.;gnn.
Man"l!in8 Director
The Che<1recokc Factory
449 Lygon Street, eas1 Bnmswick Vir. 3(){J7
1<1 (03!383 2993 103) 386 4566
•
t.he pinMde of che niatket.
Amid the economic gloom, many manufacturers
are proving that Australian products can
compete In the international marketplace
---
--
0.-Jl't
R
cunotm. .\
fOIMlll
fbbmlMn •nd t.'")- opn1.
tur. ,u-rh~ al Sydney airpOl't
wllh I.lags under- hi"' l")'tt'I and
t1 S~1nillio11 ('•>nlract io bi~
poclM!l. L'i1r11i;i 11. l~
l"OW)l'l·lht•11of1d buSi!'le"!N !rlf>-'11..i.5 ~lh
lJUs )l'!:t"r-oiftord. a J~-...an ~ k!ft
IM±wl at 1$. &.~ A dr-al ut ~
wilh a S:iulh Ani"rican fony Lnt• to hulld
oae of !he blel wtwe-pit>rciJ!jl 1,.i_tlwn!lr.fln:t
u1 v.itlich bu &!K,'C.\a.llzes. Oo thw l'.:11.ropean
leg d his tnp, he all but ii1111Jt11.ld the sa.18
of"'Ul)flitt '1lelpilc the ~. th;s ii
~f ti) IN• rf'Cl.llni '!'f<r f: r u_~ ~
CtWrord lhruu,Jl1 U. Je!C!a1'- 'rh yard "111
deU\'ef(oorol' t lM:~koekcatiun11rnn'WPrth
more than 5120 milhon In t'l.IJl.iflR 1hi!>
Oroncutl yoor Good ~s ~.. Aw•llalla in
~:ie:ml ud To'°'3nb, With tb·· UMt•lrt"'s
h~ uatomplo}lllf:nt.. in pll1ft)l.r.
Al 111~ ~ bf!'I* 1lw ~
llh1'f' in Hnbart Glif'fonfs ~~
1).lny, l11011
build..
7.t-metcr aluminium \~
that carry 1111 tC1 750 pnssco
f!l'S anti
9'J
I
ilMl:r,1~ the
By mu MD.LOR
,\u.,~·mba.,
M Ml ILn01o\
la 1000 .. lnui:-buili -.litf't
l'Ar5
.,.._1;o....
i:esstn#f
..1n Nt-w
.....ie
Ille C'ru.aioi;:-rn
lb1a1
\Ork to l~18mou1b-1.D 3 d-:,11.
7 hours and 51 tl'l lllUU!.~ {SV\'f'o
aigt !'p.."'C:d: JU~ knots). \kll'u
;mporta•l~Y lbt sa lncat ,,..
W m RnW' tn the tltdklll
Cllannd. In... Sea. &iledtl•"'f
ran!<1la, Rlu.•r Pla!c t:Uu&r)'
aod 8;i:~-c ~ 1'1111 have 1-t'\lfu·
(
ftrey busiaess. Ovl:rnli;hl
jlAirw)'!i io <Xlfl''i"'n'lOr..al fcrrief! ha\'f. bl~a
~ to lbn¥ nr tour botars. ~l..C
<Clll6 .....~ l~ ~td- 'ihi;yard31 .n SorVil)', l&afv and Spaln '-i"~ ~o left In thfo
I
\iinlw of the 1'1sn1anl11.n lllSt cats &ti!'< nir.
fnt'!l •\\'c USC(I io ha\.i lln iufcrtw lty c.on1·
111...,, ltut uol «itlY more. r-;(lw- f'd r-•y ihu
oppue;ltnn ui l.irbMltlglcaC:y cwo or lbroe
~ Wbied.• Tb Mtt" df!ru:ltd. l.'lltlord
f t Mill a third •?olipl.J1a.Uitg hatl a· l1&t
Ille\el'lblgeat.=ill)'l."flr
HoOOrt yard,
crut;~ QIJ~I!" ~r
up to
f'hffn.rd·s ·c10\l.!rtX1\H\l,Y sbip'/111'<1 Is
-.ljaieeGt t.o lhi> n1 ~l·lltrcaked. fmrJb.
bt~hll:C ~-.il•Mf~ not "''()f'ks. In lbc
50c. &H z19C Mri.~ t•11•"'M !Ill...
~· But its C!04'1ll ' ' ·~•ith a low
v11.haoedded oomponent-has s•f"rr"'-1
lron1 fDIJ1ng oommo<Uty pru:es and l'Vfn.._....
1111.oo fro~ Asin11 s;nJduc.ie.rs. Today, 1twre
11n- 1.1'° "''Ork.tr&: \\lth10 ,•..,"O yoa1't there
i.<:
basg1,v.n from 150in tmt>to320. p1·us ~
h.11.:b"y •011 ~I ti-end11,"
Stf'T"!l CIW'bro ·1.000 eir:pl:)).,..... '' nm out
t;u~nll'\1(·101"'.
I\
.,.,. hP bw lban l.~t&. and aprM.tlce
U\'t ~ -nnwd u.. ooot ti'tell' tnutun,il
ADECADE Gf GllOITll
r
............., .,......
_....,
rl.1 l'J~
ll.1I
111
fir.ish<.'d ll':e), too. n:av bt out t he door
lncat Au~m lWt''I v;t>rkf<>rOt
Con,~r"'·I)'
rU
oltht'qurMlion."
llh t\•5trlla ~~ ~a ~)
m.lemunable reccss>oo 1r.d U1e ~vn1l 1.11t>
empk')ml"l\t !linoc ll'IC Offtll Dep~s~1on.
U:w .;un'•°'i!I nl Lnrnt U tlill'flordimu), bul
ott 1 nlr1u• Manul:.:hu1nr ILPl*t'S 10 be
~~"«
Pf'0'"1lll
a
' "'°'
mi.,i~nt'f" ~ a~
tan aw.pcif' Ulllllt tH
.,vrid, in lhf- llMll'll on!ilt;dy
lr.dwsl~-f••"lf'n
Um.c Iv sd!lng frown c;hoo:;e.
cD.e 10 Jap11.11 A Ott<1hl\ lbllt
•U f">ift 10 Uvame the pq>«
ct,.,.
~ ro pubbcttt
i,ocl<• tbosfo
hos i•bo
-.
IW'1t1ally make thlnjlll.. Sa)'ll
;\u.~tradc mr11w1,pnJt djrector
Ralph l:.'van&.: •0\'4.-1'9CC&. you
Au!l!ntll.ln tiusioeSSmen
ful (J oo•ridna:: Md en~
_...._ then ~ ttlll'te Iliad.
home to find i.-vt.ilP lookil'lf
prouy jlloomy"
1ll('cl
1911 ._ • • H 1MI' T• ...... N ....
rd>wlding
Uueiuis 141• fl.I SlO mi010n "
In f11Jn1m mAny of Auistralia'& most
m11nufach1ring entrepreoeurs
shy from the puhlir.ity once so aJt..-.Muol~ly
.!IOUghl by lhr Oonds and Sb1ie.<1'. Fre;iuor.l!~<ifu l
quently thf\ir h~.11rl1111.11rl~ ~-~ ."Sp<trl<ill:
they are ecmstanl.I)• traveling the w('l•:rlll
seeki.1\g orders: their "'atchward..'I rtll'!
nicbe maJtcLlng. qualit)' managcmnl,
good labor relttl!oo~ and hard w(lrt
In aome ca~ thpY hiwP. l'(iv!l"li-t.~ t'>
whole jnd'ttstry. lncat Au.<;:tra!ia iii t"a.r fmm
the onJ.y 'u~ :itory in shipbuilding.
Four otbe:r vard..11 in Wf>~<lff\m Au~!mlla 111wl
Queeostaod .llre m1iog \\"ml:-pien:ing and
other ~· ~ tecb.noJogy co
CJLpoc1 an armodo of smalJer vessel.$,
mal)y
oC
them to Asia. Says Austmdeli
!Wans! ··r11e1r rllltlry
ij
pushing th•
1ndustry ;)bead ... AU tJl.b at a time "''hen
liuropean yards Ill'!" a1n1ggling 1() 8urvi\'t,.
l<'or ~ )'CO.rs. Aus.iralia'l\ P.qm-1~ "-.'!n:
Maut.d a1w11d LS ~ of gros.s dome:<>tic
product. ln tbe PM!. doeadt Utt)' tul\~
M'tl lo 2'2':1. Maoofactured expot;s. wonh
$14-20 billi•>o. dtpcnding on how they are
defined. bl31. year O\'ertook. ruraJ eiports.
And the most ''ah1able orlbesie, koo.,,·11 ~
transformed m.anufarJ1n·~
(£'J'M:S), a.re the lh.s4cst-gro..\ing. riioing flYlm
ciabOratdy
~
io 14.% Col all
exports io the spe£e
')' fh·e ,rt•:u-.s.
Rn>:n li)(lt"f! !lf~
is the rao~
gc:IM!! proc:h1ood
(~.u.lar
()f
11nd ttie 1n11rkl"t~ JJl:r'lt;l r a!t1J
Au.'itralilln mmpanle11.
JIN'
Allboug11
~Jl.koowu
oompelitors in the computer sofiwart,
pbtnm1.t001ltkal and t~~mruunications
l'Mrkl>tR-A11i1(1'1lliAu totup;~ llilVll ii.NI
\Wn vmrld ocr.talm for 01i 1ilaJ l:."l}.gilt~l' JJ.Ud
l)innic r.s!\Til·- th.il! )'('M'S Australian Bxp:irt
Awanls. anoo1111M1 lfist w11:tk, ~i ng)t.d uul
~me Jcss.likcly beroe<I. \\'inner al the
l'lewromtr a:Nttrd 'Vl'i:l!S the Cbtt.Sal'lke J"actory, of P.s!ll Rrun~wSrk, ~1roe. wb.i.cb
eamM
ssri0.roo
bA1 }"'fll.r
rMfl)
~n rug
900.000 individually Vi'Nl[lflf'ld i<llN>S (ii
<:tiC('~"<ake to a Japanese l"ast·focd dlaln.
f'..arfy .!lbtpmrnli; WCA' ttjE'Cted as unsafis.
llw: (:(ll'n1:m1ry J~hl1..'1.l.
intrea!.ing staff lm--els by a thinl 11ll"I
y~r, thto 0i~-r..11ke Pa<.tory ''ll'ill <"XpOrt
L2 miflio.n ill ~ .
A:s surprising ,.,,.as 1be succe-_'l!I in the
factory,
bot
or
Jargt: m.anuCaclnring category
Kilb)·
R:ngim~f:ring. ;\ m<tcltirte-tool maker in
flydney!\ ~¥rl ""'el!tem !!l•boJi)f. Many
ma. NOVEM1ER ro. 1!192
u(
iii> d\als
ha\~
gone to lbe \'l.'all In ibe
iukl ·'SO~ '-''ilb Ute doluf!stic Australiau
aut.;im4)li\'~ 1oaut...il in Ut.'Clinc, Kirby
eppeare:I t~) lie betedfr1g l)1.; lSit.111~ 'A'it)'.
lMll'G'td, group l{Erteral man3$(er Ken
Jc.ituooo aOO 1narti:elil11t manager Mark
\\'il11.an'ISO:"t-both ~r whu:n wor"M:d lhr.i r
way up l'rott1 thl' fuctory Ooor- set aboul
ktenrl f.'flng c.'~.11,.; ~·1id1 ~ 111i1J'k.l.'lt<- 'l\IJay,
Kirtr)' $clls arlvanre1 tP.r.h1tt'llr1gy m11d1ilw
lool& for JIO"'l?r-s.t('tTing units to co..npa·
I\~ i.11 11. U.S., Eurupt• and J.ipan. (l has
do:vel•Jt~ I " $'!Xllu.I l!.1pt:rlis4.• in buildiug
1nachlnes used to n1il.k.t; n.·fr~rato.~ auc.I
air-co!lditiooing unit ~ In Asia. Ex"1~d 1-.ivt'Dlff:' l.li4ll d.iwb'l.>d Croin .fl.j milliou in 1959
In 11l111c'..,I $.Ul r11 ill ;1,111 Ihis ) t;;U: ~J td &9:i W
production now goes u~ 'n1e "'"'Orkforo: vrb..ich fcll from 3:ll to 150 in the
1nki-'PA"I, ha.'1 r"l.'if!I\ ~g:;.i u 111 215. ;lrnl 011~
<'OmJlllny 11' tn:iln1ng 50 l'lllp'f::Mf1rera
rare glimm~r of hope for sch-oot.leavers in
Sydney's west.
.....as
JobOl\llJ(l ldl ribUl\.'$ KiJ·.
re\'iyal lo beil1g Ou:
t>;
~t
in the world in its
nology and a helter prlao:.
\\'c do il OOlfcr then the
oallonat., p1Xld1.11..~ io,11114!
Uie~anyone."~
so dolnA 11 better Is ttie
OVt>rall winner of the thlt
year'ls ~pvrf il"'mls, Cry--
protect 1be Bu<l<lbHt ruios
aJ. Borobodu:-. lndcne!lia.
a.n~ a s.brir.e was matlered by llgtlUtitlg. 1ikor'$
nfab Tncl11~ rieil. " iili:;b lasl
)'ta.I" expmied 54.5 m111if•n
worth of Cl')OgtfliC (_low-.
recently, 011m~. v.ito
has a slltCT of 00 aDd a
h irl'l11wr •)t $8 million a
year. bas pr<Kided llghtnin.g pro<ectkla for Utt
tem,perature) :stonige contain.e ra ranging In lite
Ci"Olil 500 to 600.000 lifers.
most oru1em to 1'll.all..'t,nd.
1111.M'
Allbou"" the fallioJ(
AU$tra1ial dctlar, a '<lriv<Y
of government as31$ta.Oot
scbffileS and a rev1u!.U7.00
Au:strd<W bavtl clearlv
hP.lpt'-ll exJ•lt'te.1'$, '1C>, tOO,
have changOO WDl'k practiee$ ilDd improved e:Oi·
ciency. Says Australla.nb:UIOO Oennan i.ndtaMrinist
£Ron \~ter: "Maey All$t •
C'\l.lia.n compan8es are now
instrumt.'flt
clusters
Suttan of 8runeJ':s f.fl)!loe
a nd. in Hoi:gkong, for the
!Jank ()f C:biJ.a building
and S.h.3ttn rooocoursc.
Protection (If eicpt.."'IVll\'e
oompot('f' 1>)'81(lms has alEo
b«ome a speclallly. 111111;
.}'t\ll'
..
to
Sanz. The deal.
~ $120 mJ.llJoo OVl)r 10 years, is the
tblrd In whlcb an Australian n.ctc.y '-"iD
supply parts to Gennan atrmatr.en . Meru.~~ also b~ springs for its 1908 sedan
fmilll Nallona) ~)f'inWi t•f %-d •tey<, ~ud [\M\I/
ba.s turned to an SO-veer-<lkl Mt~IM111··~
Onn. Bowe ~~r. t<;prm'idc tlla<:k bides
for tile !1£6.ta in orw ofils models.
'flterc have woo bolon success stones io
a~;atkin. 'The Ofl'*"ID-Ol1bl.IOd Ci<wcrarDeDl
Aircr:aft Factory in ~tefbouree, nOYt cori»l"lU?;OO (bul not yet pri.,..atized) u Ae~
3paoe Technologies ot Australia (ru,'il\),
et1.rn-l:'d mt.ll'll Owi $100 mUUoo In expon!I
k'll jt"Jlr. ASTA, whil'J1 t.:m1.1b.1y:•~ 2,200 l"""
pie.. ~ oomponents for Boeing, Airbus
and "kDon.neU Ooo.gl~. and aw spec.:ial~
izes io scrvicinejumbo jets. 7.,.""enty·year-
prooeeds from the sale of ht.S hOll.Se. into
building whal he claims is lbe world s
chcaJ)tlll prodv.ctiOf• airtran-a si~
efl$llned l'W<Hieater nan:i&.11 ht $kyto.x: that
notails ~r $45,000. Day. based at Ca.Joun·
drn ~tq11wt in Ql.1~·· 1 L"IJ~n(I, ~w bi<s t•PJXlr·
tunity when the Piper and Ce.'l.<ina f'f•OlP'J·
G'lt$ ~lQppod
making :!io~ne pEnes
in the mid·'SOa. In 18 mooibs. lie bag
alrcudy sold 65 Sl..'Yfoxca in Australia on!I
be plans to export 100 a year, ....vrth $60
million. ti.feanwhile, ek}c1rot\ k:6 gtanl f\\\'i\
bas ....-011 a $20.millWo tender to aupply
nav!QatlOn $.'i\tenlS to 53 a!J1)0ru in China,
and Qanlll.S bll.S de\'\!loped a resen11doBS
fMfly,--are :oy1't~n. Qik-R..~-i. llllil 11;1ic 1,.,...,,
$tlappcd up tr1 other carri.el"6, inr.1001.ng
An>e-rican Ail'Unes.
mon'lhs al AS'n\'s .l\valon ab't)Ott, betwec:o.
YB!boome a.ad Geelonlrf, wtiere they 4!rt
rebuJlt at a oost ors10 mill.ion. AD ~ippon
or Japan
al~
~
mar·
-
iend.s il$
l)(Ml!r
serviced. V/hy aU
Ow ¥.11Y 10 A 11 :il rit.1~? $;,ylS A.'\A 11pukf!S·
man Ste-.'C Joel: "QualJfy of servi~ ailll
CC>St~ectiven~ v;•t are dclighttd with
the job ASTA i!I dcing."'
AJ tbe <>C.hcr end (}If t he sen:le. former
Australlan Alrtir.e:s pOOt Crubwn Ucy hll.3
pul his $500.000 bfe $8.'>'lng:s• .IOOJuding
kruli;a,"'006."
M'EN '11JE IWID 'WORK ,\l.SO
O
l'C«lUIJ'C'8 a Oasb of inspi.roLioo.
nt.;mianiao engtDeer Xie Gum
~ V."B!I worbng on the Cordon
dam pl'()Jeel in l971 v.ti.-0u a
tuoneJ V.'ll!I slnu:lt by llghtnlnA
- 11o1i1irtt Bighl "',)Jil~•'lS i.11 Oie l\11u1el lw..d a
narrow e!iil".ape when electrk: d~o.1a101':'1
wtre lft':I olf by ooe of the .strikes. ' rbat
prompted Gumle1 to. root1"1te II.is holil..~
for S2'l.OOO and ~t up in th~ lightning·
prolc<:tkln bu::jncss. \Vithln tbl"f!C yen.rs ha
Theo Australian
~b.nufactur­
ing Cou.Ocil ltai> -COmnLi.&8iooed Q !>II.Id)' of
t,000 exporters ro hetp ldeou~ l'\11ure
p~·u1. T~
council J.'<linl!I oul that
niO!J Aui;..t111li1=m l'!.'l"WI.~ gt) I(•1l11: IJOOtuiug
Aaui.n region. Sa)'s AMC direclor Rtll
Mountford; "We are being $!Xked along by
a "t'l'Y rapidly gr'Ollioing market.'' V/hat .,
ool clear i3 wflcthcr Austrnbn ill increaa·
i.ng its :ibl.lrcof IF.al mu.rktt.
NevertheleAA, export su~$ M'C providiog tan~ <c'ICOnomic relier in .90ttle
arais. I nci:t ,\ustralla, wttb Its: l\i II oroer
1',11,)k, ba,-; QPl.'J.00 il:s (IWll lrainlo.g sd1ool
ror !"JO apprenttc'lP.s and a.~ nl>u1y adull
traiooc:s. some former unskilled laborers.
Teenagen
Old 8rtttsh AiN;\'I"& J:kleillg i.fi's spend lht:
Al.n\~
Ownl~')' bl:~n
kedng a sic'.il'ffi·"''lln)J11g
and lightning·protootion
t)'3lero f~ f)t~ 1u>d
has m.ode t.all?4 in JndQoe:s:.u. Hoogkoog und TWwan.
b sutb lo.1'10\tlliOn,
tecbn-Olof:Y and pnxtuc:IM:
t~ ''bl.NI (u pull Aust ralia
from th~ ~1omic mi.it?
CH11lin'll!- Klrby E~nttr·
iog'll .kihn.<W>n: "11'~ lltlll
hnrd. You are Ughting a
eonStant bil.11.te to COD'liDCC poopte that
11'1(;.rt are eogu~rs 1n Ausrraua as wet! as
-............
.....................
...._.. _ -.........
...,7,_
MQroedet
jumbc.ks lo ASTA to
vt
lbe "'""'rld's most ad,1Ul<led
Htm1'nli'nl l'lnrl bmre oondu:cled experime:nt<1 w11h
NA&\. Ao oo.rtr job '!\'US to
American.,, u:ie Oet100.00.
AIJ$traJlan subsWiary elf
Pninld'w-t•bl!ltl«I VI)() ln·
strumenta. thli Yf'.111' \\'()oft
a prize ooatroct to l!upply
litbtniog-
Southeast Asia and IOO:W
l1is 001npanil'6,. Critee and
l.i.gl1ining PnJll'CtiuQ later·
c.:b~o artM. ~· JobnMl'I! •"\\1P- ti~ h(:h .-.r io'!irJi•
l~1t1r U1<1JL Gem1.10 009!1."
\~tter'$ O\\'il OOlllJ'.liO\.V1 lh~
selling
lnten;:ept «fltlpmcoc inU>
woo
'A'Wld
ooce have bttit
app:'8l'ltioe boilerma.kel'3 aod welders a.re
Jcumjng aluminium fabricatin~ As weD a.s
l~vtng a. j(>b, they also ~ a. carocr )Xllh.
Redolent of a ~mln,;ly IOC'lg.g<inc genera·
lion of optimjrtie }WO#' Auotraliaos. local
apprm.r!ce Andriew 8ord0tt, 19, 8(l(l$ uie
m'.Jrld as bis uyster. Says Burdoo. Tas·
n1aoia'11 appri>t1 lia'J:-(>r-ttie-,r~1 · "N•J olbi:r
shipyard is. a.s ad\'ilnced a.<1 "-e are af whal
t'f't do.
After working he1t. )'t!U couki get a
JM anf"Jhf:n>: In fl!~ ......,rid • Clieiir.ly. ${line
Aulltnilianll are do.ring lo hr.ope 3.0J9ti..
a
EXPORT SUCCESS
Cheesecake maker
shapes up for market
M
ELBO Ll[<~'E·O ASl..:.L> c hce~etal.:c:
pc.rfecllo·nist. Dhuu1uid Hf1J~11 igau,
collx1cdi1 nu nllx'rof l~J awwJ ,..
..IL '1> very in1portan1 (or 01her 1\US
ofleu bu1 us lhti ruidui!!hl oi.1 tu cam 1r:1h3n :icr.1a1 or pe>1e11.1i::il exp0rters to
the pl11udiL~ nf din~ri: ri·i th¢ fr11ni1)1 Jupl1n. Who .ire lcnrn1ng ih::. r<1pc ... lo
restaurant food·chai n he ,,.er•·1ce!I 1n und: r~1n nd c l:-ilri)' 1 h ~1t '~ (Jitlu' l g~1 ll1i~
J:1pan .
fai by vu.neh•ei..'" ,ayi. HanniJ.l:an.
..The)' tell i t~ wh<'.l they w<111L I li.;ten
.. The Cbee!>ecake Facto1y e1nploy~
\'c:ry. very c:ircl\111)' and deliver the goods j uM 33 people. 6u1 our success In Jap:l!l
\Vhic:h are <iimcd u1 suiting their occdc; i'i lx'ing xbi~ '·ed Lhrough a tc-am eftb11
c'.\.lt:tly. l(c; 1he \"t'f }'. \'('J)' t'<tte fu ll)•' bil thal h:ii; 1nvol\'cd :i ne1t\'Or.k of a1 leasi
that 1nullen. rnoi.t :o l hc J ap3~:se:· sayi; ~noth e1 200 people. T hey h:ivc mos1
Hann i~an who is tio1h 1nanas,ing d i~ctor ll(Hablv in..: ludcd M it~ ub 1shi Australia.
and pa_n ownei·.
Ausu~d;:. 1tc Victol'ia.11 Govemn11:n1 and
·1he rosul1ic; lh1u s:-lk~ of hi~ inrli\•1<9'J.;tl• our Victorian creanl chcei>e soppli.::t,
ly ~·l':tppcd Ch<'lroda brand c heesecake Ta1ura Milk IOO u:-.11i~~.
portions w Japan :tcc<>unt for about 4S
'·Ta1ur.t Mill.. got the txill rol1ing.. II
per cent of
tot<il 1evtn1..c of his bi.:s·
put us in lOJCh with f\.llt .ub1:>h1. '"n.ch
incss - The Cheesecake Foc-IOt)' (1'CI-)
appro :ichcd nH: <1n b1~h :.lf of one o f
$1tl.lated lfl !he in ncr·,~ity c;uhurb Of Jt4µw1'., 111o:>l µ101niu...111 ~~laurant diainl'.
Fir1r.))', TCF 41J ~o ptodutes a r.inge or I t·an·t s pct.k too hii:ihly Qf ~·li tsubislu f01
ud1t:.1 t:al~· , Cttr lbe Australian markc 1 it." help in bd ns,inti. all pmties togt'thcr in
1'hc fi rrn·s ann ua l t urnover ha:; grown t\ n1utt1ally .adv1uuagcous \\'llY A c~ kc
fnun S 1.2 mil Lion lO $2.5 n1illion in the 'ip:cieli'i1 '"'3~ even broughl to our fa~ory
I n~ 30 n1('.mlh:;, ha\'Jn& learnt a llung or for th;ee wec:ks tn hdr u~ hem C'lnr qu:llit)'
l'NO ~bout qu~lity •~nd sc:n <icc in the 16
1>roblen1i; ~1«1 s11ea111Ji11e our prudm:1 i'Uf
year-$ ~in c-; il bil:gau Ob a ba~·kn.10111 oper· lhc J apan~ ma11i.e1.
ation by a e0-up le of PQnners.
"We als-0 rtce1vcd ~t ron g support
Re1na.(kJbl y . Jnpar, - by popular from our c11si.~1lll.'I', wht1has ·.vorkl!'d very
<>p1mnn I.he ,,·orld's 101ighc"1 <l~'i{in:11 i (ltt _ hlrtl - nnd intt Ui gc~al y - to help $Cl
f•)I nlQ')I g11(Jll ' :tud ~t:n·i<.·t' ~ - h l'hc o ur c hcct;cc:ikc exactly righ1 to me~t
Cl.ieesel~.tkt: F'::1cto ry·s fi ri>1 :ind onl)'
the needs of its 1>t lron!> The. restaurnn1
1
me-
cxpon market \l.thich H.annigan ;~d in ch:i.in h!1s been rel) p::nient rutd .:-oBsuut
1988. Ho\v did 1hcy crock it'?
tivdy helpful 'A'llh u~ iL'i ·.v:::ve f'l\t:1cornr:
""rl
"\Vilh diff1cuhy. \Yilh a lot of help
by hanging in 1he:te in well· u1<11 k<'ll
Sl~tg.c,!.), i>dte b.hoit answc1:· he told OT.
In the proccs.s.. The Cheeseca;:e fn<:tory
'~'i's chosen os Ne,.., &xr.ortcr of 191J2 in
its t ategory of the t:cdcrnl C:iO\'l!rnm<>.111'"
Nn1io1l:tl lnd11s11y F·cte n ~ i on Scr-\·icC'
(~•HES) Export A\Yartls. It h:ts s lsn
C'IUr n1i~t:1l:f'!.:;
·'Uhi111:1tc:-ly. it bc~un lO d3\Yn on ll)
1ha1 we \\·e~n't 1netel~· n1:1kin;;; {100 selling cheesecake ; 'KC \\'en: actuall,>· IK1ving.
to u 11dcrst~1nd and c~11er for a d1ffcren1
euh ure \'vt: had to ;ucknO\\ )ed;;c that
Japan·$ cuisill.z is "~··y J 1IT..:11:111 f1v111
A u ~ 1 rali~ ·s and lhat difftr¢n l market
flll't'.\1 oit' /IOl'lllNIY 11'1" 1
be 0 1(
11r11)1 prttl.v#t.•i!.
(Or\.·es .... ere at work in \'.'h1ch lhc •11sunl
app::-:imnu-: 1 :ii; w l'll ns 1h,(". 1.is.1t 1 of •Xlr
product is para1nount.
··\\·e J,1:ln1t 1ha1 p.1ckag1ng aod presen·
l:llJl.)n :.ire: arl forms l n Jar:1n. Our tjr:;1
._.ontaincr!ood. for eJCample. faileJ 1.:i 111a.l.:.e
lhC ~1ado.: bec3usc \\o'e CUI the SCgtllClil$
•.>.11h piano vdre w luch m:1d:: 1h-:-n1 1 hi •
r:lggell, ~v ""t' ll0ugl11 <1 t·uslly nuu.:hinc.·
l'n:irr J~1p:in to do 1he job very pcecisely
- lhc '%~n1~nll> 'A'crc more pleasing: on die
e)'\'.. ~1y f".ari)' b;_~·kg1ound i'L" a qui!lified
mxhanic:d engineer W:tt;, LiltCful ill geuiug
I\)
li0¢ ·11J.11.; it,
···1he Viclorian Gavc rn 1ricn~ heired
0111 ~>' p-ro,·iding a :1.90.000 g.111n1. with
1A'h1t h
bnughl th~ m:Kh1ne nnd rlr:\'tl-
'"'e
\)J)'~" l'l'll.1 u1)!',fal led 01.11 ll)i,\i ng p nx-e-s:> •~i.
wdt ..... utber producuon area!>. The Gov·
ernrne1u is also very supportlvc 1n pro-\ idi ng assi s1anc~ 1hrQugb ils Tokyob1:.sod V1c1onan Uovemnu.~nl Uus1ncs!>
Off.ce.
"Our 1.u., t01'fi:!1 h.;is. ~1 p1'0f0411"I kuvwl~
i:Jg\! i.;f 111arke1i11.i; in Japan which i1 s~
' v 11h us 110 1he beni?fil of our business
e xPORT AWARDS
1.2 1nillion dc~ril'-Crl Ul go in 1he nei.:1
Cheesecake offers a
bite of big business
LlCES of Ausnatian.Wed cbeese.- lhe Cheesetake fac tory
S
c~ltc ti~
~lroost a
oow bttng eojoyed by
million Japan<'.SC' conSUWt.'1$.. lIJ a.o agreenu:nl wilh Japao"s
se1.·v1ll.l-lugest fainily re1>taur.lnt chain.
1~
12 n1r;otli.so.
Tl1e C boest-e<tke Factor v at Easl
BNnswick in Mt:lbourne, which ln1ck1:>
as Ou1rad;i Cakes. was ooe of live finaJb.a in tht l\J£S :--iew Eitpe.rt category of
the 1992 Australi.:tn ExPQn ·Award...~
The cattgOC')' reCOirtises -0u1standit1g
export actuevem:::nt by companies that
sb1pp1ng
ch~ccake
from its ~le.Iboume factory
by the coni:aioer load.
Abatti 900,000 individu:tlly wr:ipped
slices h:l\'e gone
lQ
Japan. "'ith :1nod1er
hn~·e beeo exporting fnr nn more than
thrt'C years.
TI'lt Cbcesecake Fae:1ory hfis !iuppJied
cbee.9ecakc fOJ
the pasa 18 n>..0nths. but ooly aftet a Cate·
t\11 deveklpm.etU pl1.'oISC.
the Japa1.:.ese chain with
So dtill1Hjn~ was lhc: trial thiU etlrly
'!rial shipments of the choc.~cake, ..,.hich
bad to be prop.ved. wrapp;:d and froZ<n
10 e..x.3eti:ng
J3pane~e
.specifications.
wen: • ~jec tl"C.I.
\Vilh 600 facnily rt'stauraots to service. the chain is ~ecu nd only lo
~1c0onal<b in )apao and holds eight per
cent of t:hc $ 18 billion annual food
service market.
To mee1 tbe denunds of lbe Japanese
diner,;. lhe Choesecake Pactory tostalled
new .:.uttiog and i1llcing equipment and
incrca.'\Cd ~taff by a thi:rcl.
h de velopc:-d a sc.aff training programn1e and .,.. system of co-operac i~
managtment &e:uns.
A key pta~oer in hclpin.g the Cho..."SC,.
cake Factory meet 1.he qua.thy den1ands
or tbt Japanek clients w~ ~1itsubiShi
Tradin;. the client"s intcroational aicots.
In Au~t.ral ia Mi 1~11hishi Ttading provider! a v i1al con1muniC.'lli()n link and
he-1 ~1 ll'ifb 11('g(lti;?l i l)lf3, ()(Nll l'~ll: :111d
..:l111.ip1rieno pu.rdt;•:St"S
11>t -.:u11tpat1)·'!i lunM.J\'~r lmi1 in-.:ra.sed
from SSZ0.000 in 198) to $1.3 tnillioo in
the 1991..92 financial year. Expon salt$
;i.!CO{ll)led ror $S6(),0CM},
1be Cbeooecake Focco.ry b~ ~o in
busaness for 12 years, manufacturing a
large range or cakes for the Aus.trMittn
food l!iCrYtcc industry.
for further tnformflllon. contact
Ut.innu1d Hannigan. managing director
of Charada <:aw, on (OJ) 3&3 2119.l. •
!() J::ipon
NIES NEW EXPORTER AWARD
For ouistandong export ilCh ~ment by an Mterprise
exporting tor no more than three financial years
Winner: The Chusocan Factory Pty ltd
"
NIES~
BETTER
BUSI NESS
OVCRSE."5 TRADING, DOCEMDC!R 1'92
IXP O RT SUCCISS
Re-engineering wins fresh export orders
iit ~ the Qu11c,.sl:and ~ug:ar
W c:ar-c indu ..1ry t(IC'll :a do'lo1onl:J.m
1n 1hc l 'Jt(\J) bru1ntr, Georr ar:d Ken
~'Clllt'r 1 1~,·11k •I 10 c.n211cc-r n:.-"' equipment for lo-..al lar1net' Th.: p b in\Y1lvrrl
Jow11 -,i 11 u~ ~Xl\ I HIS n•achincr'). '1o1ohkh
lrner ro1~nd a rc.uly urnrkc:t in Ja p<iu.
Th1$ wa~ i;>uru..:ulu1ly ne..:cs)or)' .iner
1h<" ~ l o ller~ :f.iJ;ntd <1.n ng1'Cc1ucnt
•wilh ~lt hJli 1,l11
' \\'c h;1vc a!w..iy .. i.pcdaJi-<J in J~~ d11pini ,u"11 (\1r~ hMdllng eq11irmen1 for
rcqvirc1ncnts:· "ll) ' Grorr
\1nllcr, 1hc chatrR'Jn anJ managing
J.in:...1.1.:" of \1 at)'bo"'i1 0.iih~~B\t"lt \4n Ucr.
In J3(M" the t-anc :.-na.....: '"'l' Jif.
fett"')I to th:KC 1n A.._..ltaha... be 1old Jim
p1111 1c.:Jlar
Ktt\~" o t the (Jtlct~ D~.vurcr.•
of
Bu" t°'"' h1d11'lf) ;1rd RceMlnal
De'~lotirnent
llr11t"l.f8Ull
••ti> 4J1kt'1Mr
i4N'C~1s'wl
Nt. '' o/.:it(-t', ..x"~
h' Au slruhun repr t:M:ul~h>-c v.~ i ts I,'.!,.
01'1(.C ll w~eK and ih qu;:ili1y concrol :i.nd
dc, clopni..-:nt ::i.call hJ-".:: pctd u!; '""eek·
h'~os vh11' five time!' ~luri ng 1h.: la:;l )'(3r.
··'Th1 v1,1gl1 .a. h..~:l u u nder A u :> uild ~ ' s
lrim1v1u1vc A).:nc\JllunJ ~·l a1 ~~u ng Pio·
j.r.unn1e. \\'C h;:we h:lrl a "land a1 the la!>l
cv.o muurnl f o<1Jcx cxh 1biliun~ h' Tokyo.
f"nodcl j, J~ p...n't- 1najor lood service
..i.vw •111J b,,.. ~11~d "' ;o undcru1tn!t
1nore prDfC1Jndlv 1ht> oeC'd.i. of lht'.'
J1ranc'c mJrJ.c 1 ant.I tu muke con1ac1
"'nh achtr Jl()Jl'lt~ c\llnpanic~.
'\\'r tu'f" C('!mplck°:d JI lic:n:ne 01..z:•
~uc R.c"it""' GDRl and fOIYI .ututd a
811 ..int ..... PIM) "'ilh the aid cf ~1ES. b
81 ..irC!,..
Pb.n rn' ~
lb ~in'
a
..C'A fecior) oompk\ an ~lerbcarot and
hnuit
11 •lft"
«'rnr°O)C:--.
The C.:hecsec.a'.t.c
F:M:l.ir) hon rcal'.hnl d:C' ~
\I.
litr:te ie
C\o'UlJ JN\\ \(!'} QUJ,'kl) b) joinin~ ..-iab
01ticr torpora':c entiti~s n acb:c\lRg: iti.
poK:ntu,I.' 'll)'S llartn1ian.
llt .... now keen 10 develop rurther
C'.\~TI m,1r kC'l' wi1h 1\ ) i:\, ;_;n <1h\o1ou~
''~1ghbQurl )
l.:trgct.
<DBIRO)
-fm' 111,I~~, m;an~ of the (UJll) an:
•
h. to <k-.._~lup 1t1it11 -lt.1 \f ..tf"f'- a1ll rt:L1tcd
machlnery «> ~u1! u1-c lap.i111:K 1u.11l ro
:in:I their contli11on-.."
\V'.tll (lSSi'il\lnce rro1TI NIE~S anJ
t tlr\111gh t he atJ\:fll \'.Cli o f OBIRO. the
compan y i~ tKl" ' wor',hl~ '""ant.. 1dc111if) lu.@, 0¢\\ C>.POR 1n;..rl.t1'i with lhc tx lp
o f a rzviscd bu ~inC-!l.'i plan lhJI 1arg.,:1!<.
lr1du1, I ho1lnnd. M au rili u ~ nnd l n1n
" Onl:: or lhe pHK'IX 1\ "'C Iii~ IC-dC\'tl·
o pin8 ,.. i1h 1hei.c m1u'lc1' 1n n1irw.I i~ O:Jr
v.·hok MJl'k l.'1u1c luui,.C',lC'1," '-'.)'' ~hlller.
·The reGe\Clopmcnc v. 1U \CC ini.:urpon1.ti\'D of new can•pu1er 1..:chn.;,~y v.1l ch
\\ill ~ontrol >lttnn.e; ~nd 'l"C~ c m1ni..l·
itg ~fl i Ofl Hn"f \lohtlf' ~tf«tnn'!f l l
rr.a"imum c('id=ni..) ..
Dllnot 40
)c."ln
of 1111\c-..t a~ c:u'I! 1r
,,M. ·~ \t ~tkt tirulhcr.
the \ \11d.! Bl) ,...
ha\C l"f"lutc:i mi•r lh;an .!(JJ ~"1.i.UC:d
apil-.1,.a;al P''-'1-ace.. to ma..c:: lhc ,..,., ol
\tr) 'null I;\) our ~JAn.:s some JJ("l
l(JJ m'. r h e kfr.lf" tan~ tOUJ~ :and lhc
cune~1er_
pl:intinc:, h::inr,lln~ a·.J ll<lll\P41fhnt
gr0111n.t '•"') 'A\'.I. "l ll'l.:ai nohbc.-r lulltr.iel.
n1;achi nc~ an: re~u1ttd. \\'h.ll v.t"•e done
(07 1) l lh .+ti I
They cJn tic contQtt:d b)
1Y lllltlfl#
c.allin~
107 I >2.l l 086.
EXPORT AWARDS
building Hun111p11 '.:l) ~ I' far too small
NIES NEW EXPORTER AWARD
for lhe purpose.
~xports of Chtlrtdo <:hoosocake. slices
.vc projected lO can1 $000.000 tbis year.
JAPANESE LAP UP
THE CHEESECAKE
A big contract with Coles was almost the undoing of Melbourne's
Cheesecake Factory. Now lhe kitchen is very much In order.
By DAVID FORMAN
L ai.t t~~r lht' OOIUJJ:lll)' l'hipped o ut
900.000 ud1vidually wrapped cbC"CS<"·
catt Uklts. aid J .2 nulbon arc ex.pea.;.od
10 go this )e#. But ltanatpa NY$ die
cffon and cxpc11C u tw rooc inln ga.
ting 1ht ~'"fl'M rnde oft Che P'O'lod
~ii 6 o.ty .....,.. ,__.. to the bnancal
pusitUJ it•°&> i I 18 ll'IOftt'8 •8() 'Wf-..C:ll it
...-! sllippi~., )ipall.
0-.e Chtt!l4'CO.ke F;ietoey be~an life in
1978 u1 the k11chcn or one or HiinnigM·s
r.i.o t):u111r« M the l ime
rl>ey started
bain8 chce:~t¢1 M nights Md week•
ends. scllin~ 1he1n to t1hops aoJ cares
m: sto1y ot' the (..'hcc:scell,kC' l·ectOf')'
is ooe of leaminp, b) n1i,tak.cs. 1>11.JS
T
lm.1 1n 1hc world - JD.p11n. Thal success
won it &ht. N I F~C\ A\lo•an1 lnrbU~lllCS!ie$ t.b3t
hive been e).pon.i.ng f0t up to three yean.
Tbt comp:my. wb.ich cndc~ uodc1 t.bl"
bcco (Ml the hril'lk (I/ &'Mn& brake and lS
still ~ing ""id'! tighl c:uh80'¥ls U1.H
1he oompuy. •-bich opcnk:S out of l!httt
5r'".all baonn m innct-~it.1l"4l11 Mtlbowne. bas suo:c:tdtd ii ~ •U>
what u probdll)' lhe toui;ht!lt upon ma·
Cban.da 10 a 600·ou1Jc1
11 ...,...;Ill!fuuly
bWd
cbcesccal:"C$
daft tn Ji:cm. MK'b comrols
H1li of !Ml coaeuy·, (ood tc:tY.ct. locbr
mJnaging direc•or Dhmnuit.l HuuDgcn. Al Jeas1 twit.:e in its history 1t bas
Oiarmuid Kannlg;an: TWo 1lmple
mistakes a lmost ended the butanua
°"''"·
1'1:$18llrant
cy - ~
ui
~lli'ff orfy ll'\ \1dlon-
ald's. le is an w.:bicw1ucm of wh ch the
biggest Au:>mlfan tood m:anJfactum"S
would be proud. let a.lone 1 b\J.5l11ess W1
employ:!> llJ people and opcralcs out of a
around ~1el bournc 11.nll building tl~U
business on lhc belief thilt no one else il'l
the ei1y wa' malnng a decent chccsecnle.
Ha.uuigiin, I\ n«hl11k:al ct1g1nccr. bad
ou i:.t.Fft'.t.11."t i.1 CO<ll...~ or ca:cciq_ He
bid decided dw J'."kd ..,•.n I.he dc:l<bt
thiDJ 4*:
could come ~ ~.ttefK for
-·*"""'41odo~
diffcrmt. lbt: •tnct.on or c~tc
wu tfw 1t ~ l"(e,I 1nle 1nw:..-.rmcnt and
,.'a.i 11m emut.i~a.I p.00,ic, '"A1 lca<;t witb
t:het$..-cake, pi:opic will
)OU up aOO
say it wa.<; &:ood Of bad." he s.a)s
"'1'
The bu:s1ncs' IM)01I mO'led into a srn:ilJ
!Ohnp and bee.tune a full-t.inleo oo;upation
for llnnnig11n nnd hi ~ fl311oor. In 1981
Q:,I ~ offered 10 \ell the cnkcs nnd. th.ink·
lr.g it "'as on the brinl: or grt"al grow•h,
the Cheeseieckc Pactory C'a1pk>y~ ~ >A:1•
al poopkon a pan~timc or wur.J basis co
mt'.'lel lhe tUNI dcfMNI. Hanr.tgaD Sl)S
~ bllsdll!'1'' ptOO'l{'lt)' Went from ~
SSOO l.K •111..W • •ed. to losmg 11p llO
SIOOO.
The p&nftffi mack- t'A'O sunplt mist>kts cmplc>)'\n& lri<ncb wbO ...,. pro
r«"iinn:ll1 dcm~1nJ ID be •·el) iXikl bll!
"·1th no trainin' 1n cooking~ l!ntl failing
10 look !lh.cr l'IA\hf\uw \Vi1hir1 a yeat.
1hey hxl 1051 1he Cufi.:5 <lelll ~Jtd canie
cl~ ~o coll:a~. h "ll! only the fact tha1
I.be pf'od•1C1 kept 'tlllllJ: •nd m h kepi
Ct"omin8 in 1h1u cn.Jbled them lo p1,1t tbc
hu~inc-1<<;
bu'.k
~ether. " W~
did cv.:I'\'·
thing ••rong," lh1nnig•n -"•ys.
-aUt
tiie.:av!>t' •t' lw.-1 ctH\ 1eALly good product.
poop!< ....,. bo>i•J thc domn tlru>g."
Owada lool all I"
di.< Ill< Cub
de.JJ ~.NI «-plx-o.:5 lhtm wU t•u
...rr
full-lune tro.mcd 'or\e11. By 1990 mt
hcakby 111m. alt1toog.b it
bad a lot ol dtb4 bcc:911~ HMl.n~an bed
bo:Qr.JC.SS ~
bought ool hi .. porllk'l'i ArouOO th..\t hme
the &i•nt J11pa.M:\C ttllding bow<' ~tit ~
subisht approached him on bcl111lf or t.he
res1auran1 chain. During 1be nt:..\l .\'~'·
samples " 'ere m11de onO 11enc 10 Jap2n,
packaging dc.'\i;ned 11nd redesJ,g.ned. :;ind
the OOking. l)M0C:'' ond 1&.ll oqu1pmer.l
t.(llJlt'M!d'~
u
15
EXPORT AWARDS
lllOlrOlllff ,,
ttbuilt « rq>:accd
1n JYOd .~ a ale of
1hr h,~1 aad mos:1 CQ11$i\.1en1 qAlity.
TI10 wmP11nY .llm0'1 wern broke ag,am
Pl'OOe'-"· B.n l'\a<;iness reJ:,uiOn:>hrps
wilh Jupancsc arc \'Cry diffcl'Crll tO I.hose
•~ lht
ti<:twocn Austrnhnn h ~ and rel)' hesiv;..
I)' M M1111nilnlt:nt 11nd uust. Mooe; 1hrt1
\1i btuhi ~1 1i vut into the Chccsc=ike Fae
Ult')'. nnd later a $92.000 ViC1orian Govcnunent g.lfln!, linonccd 1hc inw:...~lment
iuxt t..cpt II 111!0 .11 ""hen prohlen-..s witl• 1.h.:
fir"' 1hipmcnt mean t 1ha1 Ca'!>hfiow
\ IOPSA-oJ,
fi '1nn1Jtn stiyi the expon pro~ct l".a,
puc enomi.ous .itrain oo the basirlcss. It b
now l'la:l to o po:.1t1on wtter: ir ai.n P'IY
1t'I crod1•on 1n la, 1tun two
~
and
'"lUJlp:d
1Ut'<""u1°' ,-.TCSS in ll·l'llOGU cy:~
c.wly .a the 'PfOtC'CI, :tnd the R:3I rt•.-ds
ttt j.. u bccin•ul'IC Once me OJtnda
bnftd ell"'IC h ntnbflihc<f lR J.Jp30. he
lhM f10'11K'ln n improwing. Ht
~UYWt.. ti Wlll be v.nrtb a ft'WtUflt' a"'tt
)'1191"1• l.''1 'aJ"' h nchrr products. 1littt' :J.
al\t'I
flt'll'"t
'"'1 k•
it'\P'flS
c~i:itre ... lf
tcol<t p<OCluctton: E:xpon ptojoct
brought h1.t99 tln.1nc:ta11tratn1
Ct I
••c "an toUJ"') d11:1n to th:- Japa.'lc..o;e, v.·e
<:;an
~ppl y
lhttn IO the A"TICricartS. "''t
can sci lhetn in Europe.-hc says.
The foui 0 1.her hn.ahsa n 1b(- ntw
C~f)Orle 1 Calc£ory
ol !hr l r\'rn('n<.\lt1 "'
E•'t<" "°me ind:ii:allou
btt"dth of sn'31l CQ11J•
p:ui1e. 1hll 11.rc ~11111n4 II) lt'Ok o\.nst li,
~nd l"ac d1Hc1cn1 11)tll)rlili11e ll.dvan1ages
they arc b11n~in~ to 1h~ l.t~t..
or
Al'- unlkr\JJndinQ
how b11s1nes1:es
open.le 'iilx hclptd C)3fc1ycnrc 1\ustrolia
brc&k i:oto expori 1r..&J\;ctt Saftf)'(;ll;•~
m.!k.!.."' rrainiog "idcos. iJ)C"ialit:ing in
health aod safety 1~. The bu1rn™
W8$ si.ai1cJ in 1937 b)' ii' prcq:n1 jolnl
roaoag18* d.itec:torS. Paul Wha:el)' nnd
Robett M ar<:u ~to. The)' no1icod l 'llit
mos.1 training v1doo11 ran ff!r 1~~ min·
,,,.,,,.,.,_, f#IC• •,
DON'T AIM TOO
HIGH, TOO FAST
n
bi&lgest joomey for Ol Q<o.t bal<.t<.d
hees&e!ake$ 1$ from O¥en to table t>u1
aimuJd Henn,gan·s <:re.l'.'t~ tr~o'el all
over the worid. • 1Ne had to 1ealy. The tnt11kec,
hem i~ dorrinated by the '9rge oom~rH'!S,
tMY ~ mucf'I haYB the teteiHng ere$ tM'!tl
vc. HannieM say.;.
H
The Chee&ee8'1le roctoiy, Vttilch l)fOduoe-s a
range ot aessert,. IOI' th& restaurant trade,
began exQOrtlr"C to flJI eoo other l'C$0rl sPots.
The)' d1d wetl t>ut rt W8$ on o vet)' &"1181
$Cal¢.
Hannigan s.1YS U'!C OIR brook come
·~n
ooe of the l~est. Japane--....e rwtour.ant
Ch3il"ls aol)fOaChed them to create a sQee<t
bakOO ehee&ecaki& to sutt t,he ct1scem1ns
Jas>an9$0 paiate.
..WO were v.--ori;ung on it tor fo11yetll'$
and havo now DC-Cl') ~ending our product
to Japan wcoess11.111y fO< 11'1¢ OO$t tv.·o
)'Ut11"5, ~ he &ays. \low 800.ooo rrozen
ilk:e$ ~ )<e-.r ~1tJ wing ng thel-t way to
Japan.
An eittra eight oeople \\'ere emp&o'yed to
!1¢\J with the new demand, almost doubling
II~ r:un11m•·l)'·~ stClff.
Bvl
Hitun~n ""'*ns
PC>Wnbal exponers
Ml II) Ahn too t"ligJl loo souo. ·vou·ve got lO
get a CUS<CW'l"le( wt10 ti1$ lhtt s 'itf of ~ur
bUsiness. ff )'Ou've got a reAl'IOOAh!y ~n,~11
bu~"'ICSS it's oo good chaslng big CU!>tOO'Hi!l'S
1 ~u can't .9UPPl)o' th~.m w 1h ('!n('l•JtJ"·
oroclJct." he says.
Monni~ soys .-eputation is also in-.pcrt£int
Tor 'Oflgterm C>ll)Orting.. .. Esp0cid1y in :he
Ast&-Pectttc retlO('I, n ·.s & mettcr of getting the
exr::iet1ence in the rn&1<.et ena letting people
become ev-·are tnat -.-e C8f'I ael'Veve b resutt:
them.· h& says.
HDnnigon acids 1hat to be suoce"$$fvl
.r°'
-
bl.IS1ne$se& mutt first ensure they ore sound
and heallhy....ttn ~ cw~~ in the locol
)'0IJ neo<:I a good structure betund you.
Wlth the economie l'i'a"'*"'Ol'k at the moment
the '1sks ete high but ff vou ate sucoessfuJ it
is well worth the effort.
4
...........,._
Brunswick cheesecake eats
way into Japanese market
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llU tm11tt Ill 111.-bloune tlfft u •
<•riff-'.,.. nttt <nmllty, ctt1m1
c1kft • • a far cry ,,_. lbit <J,Orl
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11•11 Mlff, ,.... 10 lllfi W'IW111" l'Olf~t·
fllCt, 111htrh will att ll It ldc11tlf; ,..,
eiqior1 •Ptttt•!Wfln a1.t lffll 11 lttw
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Have your cheesecake, and export it!
"°'"'Oat r~1 vn w...t.... lll
rt(J1.1r [)l;annuld H.anni- hllfll:'I' lr1.:tdtd wi1h n.•.>ol• their buust. BUI tlw b•1¢
,,._..,..,..~cart
bO.,t'.!i. each rori1,1h1lr!Jl w\ brt•k tumt (1u1r )\!:&1' 111.•o lt1.'hltOIOIO'•
~ar1 h•1 \ttlfl lhe bl>st nev.
tbnm1th chet~ &upplltr
A $SO.OOO c~1tl.,.
tx111>rtcr l1lk l• the 1?92 th~aLll "lh.n.
TIM>\• wll In Jrtf*l•",.' Tatma ~'ltlk. JJMl!il51rl"'5-.
.\•lllraU11.1 t>.port av.ards.
tt.il«·t to ttplJC<t< tlw pwM>
I~ nc111.Jrll'.!i t1 n1t'
:\I hia l.\C\111 .SI. l'.#1• n-suura.1,., 11i1 U" ,.utt.
-.lrt, 11nd llH 1u1L•.ut.3lk
t ..mi1gb .'.'ot.ibub~. Me
• ...._ .....,lllr .... r-1 If) ltA';t. Weotk M:
~•r ll:uinlnpn
• rapprr has b.roup&: llitd'
or
l•tnn•,
JaptMSt
.... b· "' ....... W5IWll ·~ fnt• the ~i.... ."'.....
urr tru6:&1> lilk4 >'-"' .a\
tt'ifl lnte .. il:lol"•"'- ... r.oo a c~ tt.b1p1.... 1b vp to J.,..,.....
a ftl:llll brr J ~hnuld mo-197¥ • U 1t btlck)ard ~ t'M M:alr..er • MN.nla•
--n.c:____...,..
. . ~ t::\l)Ol'C'i
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-
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"11• I
...........
9. In 1993 The Cheesecake Factory Pty Ltd relocated to an 11.000 sq ft factory at 111 Rose
Street Fitzroy. It successfully continued to supply its local market and also Ansett Airlines
and Myer Grace Bothers Nationally whilst continuing its export business to Japan.
Photos taken within the 11.000 sq ft factory
10. At the end of 1996 the export business with Japan ceased and the company was forced to
downscale into a smaller factory at 236 Smith Street Collingwood from which it still
manufactures cheesecakes and promotes itself as The Cheesecake Factory in its
advertising material and from its shop front. Photos supplied
11. Current Promotional Material
Shop Brochure.
The Cheesecake Factory
Direct To Public Outlet
236 Smith Street Collingwood
Phone 9419 5044 Fax 9419 5452
Manufacturers of
CHARADA CAKES
Fresh Cheesecakes
with natural fruit toppings.
Passionfruit
Strawberry Blueberry
Raspberry
Plum
Mango
Apricot
Blackberry
Chocolate Lemon
1.0 Kg Lemon $25.00
1.0 Kg Natural fruit topped $26.50 Serves 12
1.8 Kg Lemon $33.80
1.8 Kg Natural fruit topped $35.80 Serves 1617
New York Baked Cheesecake
1.0 Kg Natural $26.00 1.0 Kg With fruit topping $28.00
Serves 12
1.4 Kg Natural $33.80 1.4 Kg With fruit topping $35.80
Serves 1617
Large Fresh Vegetarian Block Cakes
Carrot
30
Banana
Chocolate
Orange
$30.00
Serves
Spread with fresh cream cheese topping.
Celebration Treats
Mars Bar Cake Black Forest Cake Chocolate Mud Coffee
Walnut
Black & White Delight
9 inches $36.80
Serves 1617
Chocolate Rum Nutty Caramel
12 inches $66.00 Serves up to 3017
Trays of Cake 14” by 14” (24cm)
Chocolate Mud Cake Black Forest Cake Coffee Cream Cake
Passionfruit
Strawberry
& Lemon
Cheesecake.
$45.00 each Serves 36 to 40
12 Inch Cheesecakes
Toblerone & Fruit Topped Cheesecake
$60.00 Serves up to 3017
Small Cakes : Chocolate Mud Cake $25.00 Mars Bar Cake $26.00
Carrot Cake
$16.00 Orange Cake $16.00
Monday:
Our shop is open from
8.00 A.M. to 6.00 PM
Thursday 12.00 Noon to 6.00 PM
Tuesday:
8.00 A.M. to 6.00 PM
Friday:
8.00 AM
Wednesday: 8.00 A.M. to 6.00 PM
Saturday 10.00 AM
Sunday afternoon, sometimes.
to 7.00 PM
to 5.00 PM
Delivery
We deliver to offices in the city. There is a minimum of three cakes for delivery.
Delivery charge $12.00.
Birthday Cakes.
We write happy birthday with the name or your individual message on cakes. This is at an
additional cost of $6.00 per cake.
Speciality large cakes.
We do bake speciality cakes of the types normally produced for special occasions. We
charge a flat rate of $25.00 per Kg. Prices quoted at the time of ordering are only
estimates. Price charged is as per the weight of the final product.
CHARADA CAKES
Provide you and your friends with quality cakes.
Our range of cakes are specifically tailored for the discerning buyer, who is looking for
better quality, and has an appreciation of taste, texture and flavour. Many of Melbourne's
restaurants and caterers use our cakes. The cakes contain the best ingredients, the
majority of which are grown in Australia and are baked in the traditional way. We
appreciate your custom and offer you the best, at a fair price. We would like you and your
friends to enjoy our cakes and trust they will enhance the occasion you are celebrating.
CHARADA does not use premixes. This produces a cake with a delicate combination of
taste texture and flavour. After enjoying a CHARADA cake, you can sit back and say.
"I have just savoured a magnificent cake."
Tell your friends, and remember, when you need a cake to satisfy your cravings, make it
"CHARADA CAKE."
By The Cheesecake Factory Pty Ltd.
Check out our web site at:
www.charadathecheesecakefactory.com
email [email protected]
Join us at:
“The Unofficial Cheesecake Factory”
on Face Book.
12. The Cheesecake Factory is an Australian entity that has since its inception in 1979
manufactured cheesecakes in a factory. The entity has engineered and utilised world class
manufacturing technology to make cheesecakes in a factory. The Cheesecake Factory has
utilized heavy machinery, automated processes and the technology for mass production
that can only be found in a factory. These processes are not found in shops or restaurants
which do not have the capacity to make container loads of cheesecake and ship them
around the world successfully.
The Cheesecake Factory has traded without interruption for the past 36 years and has its
bank accounts its invoices and all of its advertising material branded with the name The
Cheesecake Factory. The Cheesecake Factory has also utilized the trade marked name
Charada in conjunction with its company name. The Cheesecake Factory manufactures
Charada Cheesecakes and promotes that brand name in conjunction with the name The
Cheesecake Factory because it is trade mark protected.
The Cheesecake Factory has always been a factory that manufactures cheesecakes, it is
not a shop it is not a restaurant, it is a factory. The trade mark the Cheesecake Factory
describes the entity.
If you require more information please contact me.
Best Regards
Diarmuid Hannigan.
PO Box 200 Woden ACT 2606 AUSTRALIA Tel: 1300 651 010 ABN: 38 113 072 755
Official Receipt
Attention: Diarmuid Hannigan
236 Smith Street
Collingwood
VIC Australia 3066
Customer ABN:
Customer ID: 9310509102
CMR: 0050812323
Date: 01 Jun 2015
NPS Receipt:
Non NPS Receipt:
PBR Receipt:
NPS Batch:
Non NPS Batch: 8101439
Reference: TM 1626145
Central Office
Note: Amounts shown include GST where applicable. Under Division 81 of A New Tax System (Goods
and Services Tax) Act 1999, GST is not payable on the purchase of any statutory items from IP Australia.