The Cheesecake Shop has completed a brand refresh across its five Canberra stores, in response to extensive consumer research.

First announced in November 2023, The Cheesecake Shop rebrand features a new logo, packaging box design, signature colour palette, with new brand positioning in TV and digital assets airing across multiple screens, out-of-home (OOH) advertising, online video and supporting social media.

As part of the brand rejuvenation journey, The Cheesecake Shop announced that its 244 locations across Australia and New Zealand would commence a store refurbishment program, set to roll out nationally throughout the next few years – with Canberra now complete.

To celebrate the state-wide refresh, The Cheesecake Shop handed out more than 2,500 slices of free cake on Saturday 20 April across its five Canberra locations – Gungahlin, Erindale, Philip, Belconnen, and Dickson.

The Cheesecake Shop CEO, Scott Bush said, “Our incredible franchisees and The Cheesecake Shop corporate team were thrilled to welcome thousands of customers across Canberra and celebrate our new look with free cake. This marks a new chapter of growth and innovation for The Cheesecake Shop in Canberra, as we work hard to blend our rich history with the evolving needs and desires of our valued customers.”

The nostalgic new store look, led by McCartney Design, connects customers with an open kitchen which allows them to observe the cake baking and decorating. Modern curved display cabinets, retro elements such as menu boards, striped awnings and tiled counters and a click-and-collect counter also feature in the new fit outs.

“Even though our stores are getting a refreshing visual makeover, our commitment to offering the same beloved, time-tested dessert and cake creations remains unwavering,” Bush said.

“Cake has a unique way of bringing people together and what better way to celebrate this new step forward for our Canberra stores than free cake? Free Slice Day was a great way to bring people together, give back to the community and share our love for cake with everyone who attended.”