ASTRO Online Request Form(office use only)

Payer DetailsName Diarmuid Hannigan

Address 236 Smith Street

Suburb/City: Collingwood State: Victoria Postcode: 3066

Country Australia Cust Type Applicant

Email charada@mira.net Phone 03 94195044

ABN 27006027890 Fax 03 94195452

Username diarmuid IPA Customer # 1626145

CDH ID CCS ID

SAP CMR Agency Code

Payment DetailsAmount Paid 0.00 Date 2015-06-01 11:49:03.0

Bank Reference IPA Reference

Card Type Card No.

Card Name Card Expiry

Request DetailsBusiness Line Trade Mark X Design Freedom of Information

Patent Plant Breeder's Right Other

Request Status Submitted Payment State No payment

Customer Ref 18051953 Transaction ID ALS-0000001225

Application/Reference #s

1626145

Attachments 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 that. product: Despite the fact 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.

Support

"The overall support 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. &cause Ute Japanese operat~ in g'l'()Ups, 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 of co11tributiou results in an aln')OSl perfect product." Mitsubishi also provided support in negotiating with the custon1er and in a.dullnistretive- a:reas

such as handling export documentation - a boon fur a sn1alt organisation.

Like its agent, 1i!ttsubishi. The 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 ofl>idng sJ1U1.1J and flexible, \Ve've 'vorked 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 tot he end of a cycle, and. of course, Japan i~ t.he pinMde of che niatket.

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 •

Amid the economic gloom, many manufacturers are proving that Australian products can compete In the international marketplace By mu MD.LOR I ilMl:r,1~ the ftrey busiaess. Ovl:rnli;hl --- -- jlAirw)'!i io <Xlfl''i"'n'lOr..al fcrrief! ha\'f. bl~a

R 0.-Jl't cunotm. .\ fOIMlll ~ to lbn¥ nr tour botars. ~l .. C fbbmlMn •nd t.'")- opn1. <Clll6 ..... ~ l~ ~td- 'ihi;yard31 .n Sor­tur. ,u-rh~ al Sydney airpOl't Vil)', l&afv and Spaln '-i"~ ~o left In thfo wllh I.lags under- hi"' l")'tt'I and \iinlw of the 1'1sn1anl11.n lllSt cats &ti!'< nir. t1 S~1nillio11 ('•>nlract io bi~ I fnt'!l •\\'c USC(I io ha\.i lln iufcrtw lty c.on1· poclM!l. L'i1r11i;i 11. l~ 111 ... ,, ltut uol «itlY more. r-;(lw- f'd r-•y ihu

l"OW)l'l·lht•11of1d buSi!'le"!N !rlf>-'11..i.5 ~lh oppue;ltnn ui l.irbMltlglcaC:y cwo or lbroe lJUs )l'!:t"r-oiftord. a J~-...an ~ k!ft ~ Wbied. • Tb Mtt" df!ru:ltd. l.'lltlord IM±wl at 1$. &.~ A dr-al ut ~ ft Mill a third •?olipl.J1a.Uitg hatl a· l1&t wilh a S:iulh Ani"rican fony Lnt• to hulld I HoOOrt yard, crut;~ QIJ~I!" ~r up to i.<: fir.ish<.'d ll':e), too. n:av bt out the door oae of !he blel wtwe-pit>rciJ!jl 1,.i_tlwn!lr.fln:t lle\el'lblgeat.=ill)'l."flr Con,~r"'·I)' lncat Au~mlWt''I v;t>rkf<>rOt u1 v.itlich bu &!K,'C.\a.llzes. Oo thw l'.:11.ropean f'hffn.rd·s ·c10\l.!rtX1\H\l,Y sbip'/111'<1 Is basg1,v.n from 150in tmt>to320. p1·us~ leg d his tnp, he all but ii1111Jt11.ld the sa.18 -.ljaieeGt t.o lhi> n1 ~l·lltrcaked. fmrJb. t;u~nll'\1(·101"'. h.11.:b"y •011 ~I ti-end11," of"' Ul)flitt '1lelpilc the ~. th;s ii bt~hll:C ~-.il•Mf~ not "''()f'ks. In lbc Stf'T"!l CIW'bro ·1.000 eir:pl:)).,..... '' nm out ~f ti) IN• rf'Cl.llni '!'f<r f: r u_~ ~ 50c. &H z19C Mri.~ t•11•"'M !Ill... oltht'qurMlion." CtWrord lhruu,Jl1 U. Je!C!a1'- 'rh yard "111 ~· But its C!04'1ll ' ' ·~•ith a low I \\ llh t\•5trlla ~~ ~a ~) deU\'ef(oorol't lM:~koekcatiun11rnn'WPrth v11.haoedded oomponent-has s•f"rr"'-1 m.lemunable reccss>oo 1r.d U1e ~vn1l 1.11t> more than 5120 milhon In t'l.IJl.iflR 1hi!> lron1 fDIJ1ng oommo<Uty pru:es and l'Vfn.._.... empk')ml"l\t !linoc ll'IC Offtll Dep~s~1on. Oroncutl yoor Good ~s ~ .. Aw•llalla in 1111.oo fro~ Asin11 s;nJduc.ie.rs. Today, 1twre U:w .;un'•°'i!I nl Lnrnt U tlill'flordimu), bul ~:ie:ml ud To'°'3nb, With tb·· UMt•lrt"'s 11n- 1.1'° "''Ork.tr&: \\lth10 , • ..,"O yoa1't there ott 1 nlr1u• Manul:.:hu1nr ILPl*t'S 10 be h~ uatomplo}lllf:nt.. in pll1ft)l.r. .,.,. hP bw lban l.~t&. and aprM.tlce ~~"« a mi.,i~nt'f" ~ a~

Al 111~ ~ bf!'I* 1lw ~ U\'t ~ -nnwd u .. ooot ti'tell' tnutun,il Pf'0'"1lll ''"'°' tan aw.pcif' Ulllllt tH llh1'f' in Hnbart Glif'fonfs ~~ .,vrid, in lhf- llMll'll on!ilt;dy 1).lny, l11011 ,\u.,~·mba., build.. lr.dwsl~-f••"lf'n rd>wlding 7.t-metcr aluminium \~ ( A DECADE Gf GllOITll Uueiuis 141• fl.I SlO mi010n " that carry 1111 tC1 750 pnssco ............. , .,...... Um.c Iv sd!lng frown c;hoo:;e. f!l'S anti 9'J l'Ar5 M Ml ILn01o\ _...., cD.e 10 Jap11.11 A Ott<1hl\ lbllt la 1000 .. lnui:-buili -.litf't •U f">ift 10 Uvame the pq>«

.....ie Ille lb1a1 .,.._1;o.... rl.1 l'J~ll.I r rU i,oc- ct,.,. l<• hos i-. i:esstn#f C'ru.aioi;:-rn .. 1n Nt-w 111 1

~ ro pubbcttt tbosfo •bo \Ork to l~18mou1b-1.D 3 d-:,11. IW'1t1ally make thlnjlll.. Sa)'ll 7 hours and 51 tl'l lllUU!.~ {SV\'f'o ;\u.~tradc mr11w1,pnJt djrector aigt !'p.."'C:d: JU~ knots). \kll'u Ralph l:.'van&.: •0\'4.-1'9CC&. you ;mporta•l~Y lbt sa lncat ,,.. 1ll('cl Au!l!ntll.ln tiusioeSSmen W m RnW' tn the tltdklll ful (J oo•ridna:: Md en~ Cllannd. In... Sea. &iledtl•"'f 1911 ._ •• H 1MI' T• ...... N .... _...._ then ~ ttlll'te Iliad. ran!<1la, Rlu.•r Pla!c t:Uu&r)' home to find i.-vt.ilP lookil'lf aod 8;i:~-c ~1'1111 have 1-t'\lfu· prouy jlloomy"

In f11Jn1m mAny of Auistralia'& most ;iuor.l!~<ifu l m11nufach1ring entrepreoeurs shy from the puhlir.ity once so aJt..-.Muol~ly .!IOUghl by lhr Oonds and Sb1ie.<1'. Fre­quently 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. won h $14-20 billi•>o. dtpcnding on how they are defined. bl31. year O\'ertook. ruraJ eiports. And the most ''ah1able orlbesie, koo.,,·11 ~ ciabOratdy transformed m.anufarJ1n·~ (£'J'M:S), a.re the lh.s4cst-gro..\ing. riioing flYlm

~ io 14.% Col all exports io the spe£e ')' fh·e ,rt•:u-.s .

Rn>:n li)(lt"f! !lf~ (~.u.lar is the rao~ ()f gc:IM!! proc:h1ood 11nd ttie 1n11rkl"t~ JJl:r'lt;l ra!t1J Allboug11 Au.'itralilln mmpanle11. JIN' ~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 01i1ilaJ l:."l}.gilt~l' JJ.Ud l)innic r.s!\Til·- th.il! )'('M'S Australian Bxp:irt Awanls. anoo1111M1 lfist w11:tk, ~ing)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) ~nrug 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. factory, bot 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 Jargt: m.anuCaclnring category or 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.'l t<- '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-.iv­

t'Dlff:' l.li4ll d.iwb'l.>d Croin .fl.j milliou in 1959 In 11l111c'..,I $.Ul r11 ill ;1,111 I his ) t;;U: ~Jtd &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:;.iu 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.

JobOl\llJ(l ldl ribUl\.'$ KiJ·. t>; re\'iyal lo beil1g Ou: ~t in the world in its c.:b~o artM. ~· Jobn­Ml'I! •"\\1P- ti~ h(:h .-.r io'!irJi• nology and a helter prlao:. \\'c do il OOlfcr then the American.,, u:ie Oet100.00. Uie~anyone."~ so dolnA 11 better Is ttie OVt>rall winner of the thlt year'ls ~pvrf il"'mls, Cry-­nfab Tncl11~rieil. " iili:;b lasl )'ta.I" expmied 54.5 m111 if•n worth of Cl')OgtfliC (_low-. tem,perature) :stonige con­tain.era ranging In lite Ci"Olil 500 to 600.000 lifers. most oru1em to 1'll.all..'t,nd.

.....as selling litbtniog­lnten;:ept «fltlpmcoc inU> Southeast Asia and IOO:W l1is 001npanil'6,. Critee and l.i.gl1ining PnJll'CtiuQ later· oallonat., p1Xld1.11..~ io,11114! 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 protect 1be Bu<l<lbHt ruios aJ. Borobodu:-. lndcne!lia. a.n~ a s.brir.e was mat­lered by llgtlUtitlg. 1ikor'$ recently, 011m~. v.ito 1111.M' has a slltCT of 00 aDd a h irl'l11wr •)t $8 million a year. bas pr<Kided llght­nin.g pro<ectkla for Utt 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' Ownl~')' bl:~n mar· 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.

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 l~1t1r U1<1JL Gem1.10 009!1."

\~tter'$ O\\'il OOlllJ'.liO\.V1 lh~ AIJ$traJlan subsWiary elf Pninld'w-t•bl!ltl«I VI)() ln· strumenta. thli Yf'.111' \\'()oft

a prize ooatroct to l!upply instrumt.'flt clusters to

.................. -. .. -.-........ -... ...._ .. _ ........ ...,7,_ ... 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'l l!- Klrby E~nttr·

MQroedet 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·year­Old 8rtttsh AiN;\'I"& J:kleillg i.fi's spend lht: 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

Al.n\~ or Japan al~ iend.s il$ l)(Ml!r jumbc.ks lo ASTA to ~ serviced. V/hy aU Ow ¥.11Y 10 A11 :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

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. ll llil 11;1ic 1,., ... ,, $tlappcd up tr1 other carri.el"6, inr.1001.ng An>e-rican Ail'Unes.

OM'EN '11JE IWID 'WORK ,\l.SO 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

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 kruli;a,"'006." Theo Australian ~b.nufactur­ing 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 i ts :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 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 ELBOLl[<~'E·OASl..:.L> chce~etal.:c:

pc.rfecllo·nist. Dhuu1uid Hf1J~11 igau, ofleu bu1 us lhti ruidui!!hl oi.1 tu cam

the pl11ud iL~ nf din~ri: ri·i th¢ fr11ni1)1 restaurant food·chai n he ,,.er•·1ce!I 1n J:1pan .

.. The)' tell it~ wh<'.l they w<111L I li.;ten \'c:ry. very c:ircl\111)' and deliver the goods \Vhic:h are <iimcd u1 suiting their occdc; c'.\.lt:tly. l(c; 1he 1 \"t'f }'. \'('J)' t'<tte fu ll)•' bil that 1nullen. rnoi.t :o lhc Jap3~:se:· sayi; Hanni~an who is tio1h 1nanas,ing di~ctor and pa_n ownei·.

·1he rosul1 ic; lh1u s:-lk~ of hi~ inrli\•1<9'J.;tl• ly ~·l':tppcd Ch<'lroda brand cheesecake portions w Japan :tcc<>unt for about 4S per cent of me- tot<il 1evtn1..c of his bi.:s· incss - The Cheesecake Foc-IOt)' (1'CI-)

$1tl.lated lfl !he inncr·,~ity c;uhurb Of Fir1r.))', TCF 41J~o ptodutes a r.inge or ud1t:.1 t:al~·, Cttr lbe Australian markc1 1'hc fi rrn·s ann ua l turnover ha:; grown fnun S 1.2 mil Lion lO $2.5 n1illion in the In~ 30 n1('.mlh:;, ha\'Jn& learnt a llung or l'NO ~bout qu~lity •~nd sc:n <icc in the 16 year-$ ~inc-; il bil:gau Ob a ba~·kn.10111 oper· ation by a e0-up le of PQnners.

Re1na.(kJbly . Jnpar, - by popular <>p1mnn I.he ,,·orld's 101ighc"1 <l~'i{in:11 i (ltt _ f•)I nlQ')I g11(Jll ' :tud ~t:n·i<.·t' ~ - h l'hc Cl.ieesel~.tkt: F'::1cto ry·s fi ri>1 :ind onl)' cxpon market \l.thich H.annigan ;~d in 1988. Ho\v did 1hcy crock it'?

"\Vilh diff1cuhy. \Yilh a lot of help ""rl 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·cten~ ion Scr-\·icC' (~•HES) Export A\Yartls. It h:ts s lsn

collx1cdi1 nunllx'rof l~J awwJ ,.. .. IL '1> very in1portan1 (or 01her 1\US

1r:1h3n :icr.1a1 or pe>1e11.1i::i l exp0rters to Jupl1n. Who .ire lcnrn1ng ih::. r<1pc ... lo und:r~1nnd c l:-ilri)' 1h ~1t '~ (J itlu' l g~1 ll1i~ fai by vu.neh•ei..'" ,ayi. HanniJ.l:an.

.. The Cbee!>ecake Facto1y e1nploy~ j uM 33 people. 6u1 our success In Jap:l!l i'i lx'ing xbi~'·ed Lhrough a tc-am eftb11 thal h:ii; 1nvol\'cd :i ne1t\'Or.k of a1 leasi ~nothe1 200 people. T hey h:ivc mos1 ll(Hablv in..: ludcd Mit~ub1shi Australia. Ausu~d;:. 1tc Victol'ia.11 Govemn11:n1 and our Victorian creanl chcei>e soppli.::t, Ta1ura Milk IOOu:-.11i~~.

' ·Ta1ur.t Mill.. got the txill rol1ing.. II put us in lOJCh with f\.llt .ub1:>h1. '"n.ch appro :ichcd nH: <1n b1~h:.lf of one o f Jt4µw1'., 111o:>l µ101niu ... 111 ~~laurant diainl'. I t·an·t s pct.k too hii:ihly Qf ~·litsubislu f01 it." help in bd ns,inti. all pmties togt'thcr in t\ n1utt1ally .adv1uuagcous \\'llY A c~kc 'ip:cieli'i1 '"'3~ even broughl to our fa~ory for th;ee wec:ks tn hdr u~ hem C'lnr qu:llit)' 1>roblen1i; ~1«1 s11ea111Ji11e our prudm:1 i'Uf lhc Japan~ ma11i.e1.

"We als-0 rtce1vcd ~trong support from our c11si.~1lll.'I', wht1 has ·.vorkl!'d very hlrtl - nnd inttUigc~aly - to help $Cl

o ur chcct;cc:ikc exactly righ1 to me~t the needs of its 1>t lron!> The. restaurnn1 ch:i.in h!1s been rel) p::nient rutd .:-oBsuut tivdy helpful 'A'llh u~ iL'i ·.v:::ve f'l\t:1cornr: 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 u11dcrst~1nd and c~11er for a d1ffcren1 euhure \'vt: had to ;ucknO\\ )ed;;c that Japan·$ cuisill.z is "~··y J 1IT..:11:111 f1v111 Au~1rali~·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.:h inc.· 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,

···1 he Viclorian Gavcrn1ricn~ heired 0111 ~>' p-ro,·iding a :1.90.000 g.111n1. with 1A'h1t h '"'e bnughl th~ m:Kh1ne nnd rlr:\'tl­\)J)'~" l'l'll.1 u1)!',fal led 01.11 ll)i,\ing p nx-e-s:> •~i. wdt ..... utber producuon area!>. The Gov· ernrne1u is also very supportlvc 1n pro-­\ idi ng assis1anc~ 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~ ' v11h us 110 1he beni?fil of our business

e xPORT AWARDS

Cheesecake offers a bite of big business S LlCES of Ausnatian.Wed cbeese.­

c~ltc ti~ oow bttng eojoyed by ~lroost a million Japan<'.SC' con­

SUWt.'1$.. lIJ a.o agreenu:nl wilh Japao"s se1.·v1ll.l-lugest fainily re1>taur.lnt chain.

lhe Cheesetake fac tory 1~ 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

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

1.2 1nillion dc~ril'-Crl Ul go in 1he nei.: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 hn~·e beeo exporting fnr nn more than thrt'C years.

TI'lt Cbcesecake Fae:1ory hfis !iuppJied the Japa1.:.ese chain with cbee.9ecakc fOJ the pasa 18 n>..0nths. but ooly aftet a Cate· t\11 deveklpm.etU pl1.o'ISC.

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 ~ecund 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 ~ta ff by a thi:rcl.

h developc:-d a sc.aff training pro­gramn1e and .,.. system of co-operaci~ 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.ralia Mi1~11hishi 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 $1.3 tnillioo in the 1991..92 financial year. Expon salt$ !() J::ipon ;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. •

NIES~ BETTER BUSI NESS

OVCRSE."5 TRADING, DOCEMDC!R 1'92

llr11t"l.f8Ull ••ti> 4J1kt'1Mr i4N'C~1s'wl

Nt. '' o/ .:it(-t', .. x"~

h' Auslruhun reprt:M:ul~h>-c v.~ its 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!' ~luring 1h.: la:;l )'(3r.

··'Th1 v1,1gl1 .a. h..~:lu u nder Au:>uild~ 's

lrim1v1u1vc A).:nc\JllunJ ~·la1 ~~ung Pio· j.r.unn1e. \\'C h;:we h:l rl a "land a1 the la!>l cv.o muurnl f o<1Jcx cxh1biliun~ 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.c1 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. •

IXP O RT SUCCISS

Re-engineering wins fresh export orders Wiit~ the Qu11c,.sl:and ~ug:ar

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-,i11u~ ~Xl\ IHIS 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<" ~loller~ :f.iJ;ntd <1.n ng1'Cc1ucnt •wilh ~lthJli1,l11

' \\'c h;1vc a!w..iy .. i.pcdaJi-<J in J~~d-11pini ,u"11 (\1r~ hMdllng eq11irmen1 for p1111 1c.:Jlar rcqvirc1ncnts:· "ll) ' Grorr \1nllcr, 1hc chatrR'Jn anJ managing J.in: ... 1.1.:" of \1at)'bo"'i1 0.iih~~B\t"lt \4nUcr.

In J3(M" the t-anc :.-na.....: '"'l' Jif. fett"')I to th:KC 1n A.._..ltaha. .. be 1old Jim Ktt\~" o t the (Jtlct~ D~.vurcr.• of Bu" t°'"' h1d11'lf) ;1rd RceMlnal De'~lotirnent <DBIRO)

-fm' 111,I~~, m;an~ of the (UJll) an: \tr) 'null I;\) our ~JAn.:s some JJ("l l(JJ m'. r h e kfr.lf" tan~ tOUJ~ :and lhc gr0111n.t '•"') 'A\'.I. "l ll'l.:ai nohbc.-r lulltr.iel. n1;achinc~ an: re~u1ttd. \\'h.ll v.t"•e done

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 the atJ\:fll \'.Cli o f OBIRO. the compan y i~ tKl" ' wor',hl~ '""ant .. 1dc111-if) lu.@, 0¢\\ C>.POR 1n;..rl.t1'i with lhc tx lp of a rzviscd bu~inC-!l.'i plan lhJI 1arg.,:1!<. lr1du1, I ho1lnnd. Mauriliu~ nnd l n1n

" Onl:: or lhe pHK'IX 1\ "'C Iii~ IC-dC\'tl· opin8 , .. 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 ~fliOfl Hn"f \lohtlf' ~tf«tnn'!f ll rr.a"imum c('id=ni..) ..

Dllnot 40 )c."ln of 1111\c-..t a~ c:u'I! 1r the \ \11d.! Bl) , ... ,,M. ·~ \t~tkt tirulhcr. 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 pl:intinc:, h::inr,lln~ a·.J ll<lll\P41fhnt cune~1er_

They cJn tic contQtt:d b) c.allin~ (07 1) l lh .+ti I 1Y lllltlfl# 107 I > 2.l l 086.

EXPORT AWARDS

NIES NEW EXPORTER AWARD

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

Tm: sto1y ot' the (..'hcc:scell,kC' l·ectOf')' is ooe of leaminp, b) n1i,tak.cs. 1>11.JS mJnaging direc•or Dhmnuit.l HuuD­

gcn. Al Jeas1 twit.:e in its history 1t bas 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·

Oiarmuid Kannlg;an: TWo 1lmple mistakes a lmost ended the butanua

u

lm.1 1n 1hc world - JD.p11n. Thal success won it &ht. NIF~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"

- Cban.da °"''"· 11 ...,...;Ill! bWd cbcesccal:"C$ 10 a 600·ou1Jc1 fuuly 1'1:$18llrant daft tn Ji:cm. MK'b comrols H1li of !Ml coaeuy·, (ood tc:tY.ct. locbr cy - ~ ui ~lli'ff orfy ll'\ \1dlon­ald'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

building Hun111p11 '.:l ) ~ I' far too small for lhe purpose.

~xports of Chtlrtdo <:hoosocake. slices .vc projected lO can1 $000.000 tbis year. L ai.t t~~r lht' OOIUJJ:lll)' l'hipped out 900.000 ud1vidually wrapped cbC"CS<"· catt Uklts. aid J .2 nulbon arc ex.pea.;.od 10 go this )e#. But ltanatpa NY$ 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 around ~1elbournc 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 "'1' )OU up aOO say it wa.<; &:ood Of bad." he s.a)s

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" ...rr di.< Ill< Cub de.JJ ~.NI «-plx-o.:5 lhtm wU t•u full-lune tro.mcd 'or\e11. By 1990 mt bo:Qr.JC.SS ~ hcakby 111m. alt1toog.b it bad a lot ol dtb4 bcc:911~ HMl.n~an bed 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'~ 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 •~ lht Pl'OOe'-"· B.n l'\a<;iness reJ:,uiOn:>hrps wilh Jupancsc arc \'Cry diffcl'Crll tO I.hose ti<:twocn Austrnhnn h~ and rel)' hesiv;.. I)' M M1111nilnlt:nt 11nd uust. Mooe; 1hrt1 \1ibtuhi~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 lhM f10'11K'ln n improwing. Ht '"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 ~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 ••c "an toUJ"') d11:1n to th:- Japa.'lc..o;e, v.·e <:;an ~pply 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 E•'t<" "°me ind:ii:allou ol !hr l r\'rn('n<.\lt1"' btt"dth of sn'31l CQ11J•

Ct I tcol<t p<OCluctton: E:xpon ptojoct brought h1.t99 tln.1nc:ta11tratn1

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.. Al'- unlkr\JJndinQ or 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 Mar<:u~to. The)' no1icod l 'l lit mos.1 training v1doo11 ran ff!r 1~~ min·

,,,.,,,.,.,_, f#IC• • ,

DON'T AIM TOO HIGH, TOO FAST

n bi&lgest joomey for OlQ<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. H HannieM say.;.

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: .r°' them.· h& says.

HDnnigon acids 1hat to be suoce"$$fvl bl.IS1ne$se& mutt first ensure they ore sound and heallhy....ttn ~ cw~~ in the locol -4 )'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.

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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 Banana Chocolate Orange $30.00 Serves 30 Spread with fresh cream cheese topping.

Celebration Treats Mars Bar Cake Black Forest Cake Chocolate Mud Coffee Walnut Black & White Delight Chocolate Rum Nutty Caramel 9 inches $36.80 Serves 1617 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

Our shop is open from Monday: 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 to 7.00 PM Wednesday: 8.00 A.M. to 6.00 PM Saturday 10.00 AM to 5.00 PM

Sunday afternoon, sometimes.

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 charada@mira.net 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 ReceiptAttention: Diarmuid Hannigan

236 Smith StreetCollingwoodVIC Australia 3066

Customer ABN:Customer ID: 9310509102

CMR: 0050812323Date: 01 Jun 2015

NPS Receipt: NPS Batch:Non NPS Receipt: Non NPS Batch: 8101439

PBR Receipt:

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.