Maxim's Group Selects WE Communications

Local restaurant chain Maxim’s Caterers Limited has selected WE Communications (WE) as its communications partner to launch its first The Cheesecake Factory restaurant in Hong Kong.

Through integrated storytelling, WE will continue the momentum of the restaurant’s presence in the region, by continuing to drive a strong brand message, while also managing the restaurant’s owned and paid channels in Hong Kong.

To deliver against the needs of the account, the agency has created an integrated team in its Hong Kong office that combines staff and consumer expertise from across digital, creative, content, and PR.

The opening marks the 210th The Cheesecake Factory restaurant worldwide, and the second location (after Shanghai) operated under the catering group.

The Cheesecake Factory, Hong Kong, is operated by Maxim’s Caterers Limited under an exclusive license agreement for the Asia region.

Matthew Lackie, executive vice president of WE APAC said: “In order to accelerate their brand story, WE will implement the right combination of data and insights, creative, and a firm understanding of social channels and media platforms to drive quantifiable and measureable impact.”

The Cheesecake Factory will open at Harbour City, Tsim Sha Tsim, this May.