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Maxim’s Group Selects We Communications

WE Press Releases


Maxim’s Group Selects We Communications To Launch The Cheesecake Factory In Hong Kong


Hong Kong, 28 March 2017— Maxim’s Caterers Limited, Hong Kong’s leading food and beverage corporation and restaurant chain, has selected WE Communications (WE) as its communications partner to launch The Cheesecake Factory restaurant in Hong Kong.

The Cheesecake Factory, Hong Kong, is operated by Maxim’s Caterers Limited under an exclusive license agreement for the Asia region. For nearly 40 years in the United States, The Cheesecake Factory has been known as a unique, casual dining concept, offering over 200 menu items including more than 30 world-famous cheesecakes and specialty desserts. WE will support this global legacy by helping Maxim’s Group launch the restaurant in Hong Kong, making this the 210th The Cheesecake Factory restaurant worldwide, and the second location (after Shanghai) operated under Maxim’s Caterers Limited.  

Through integrated storytelling, WE will continue the momentum of The Cheesecake Factory’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.

Commenting on the win, Matthew Lackie, Executive Vice President, WE APAC said: “We are delighted to announce our new partnership with Maxim’s Group to launch The Cheesecake Factory in Hong Kong. The brand and its distinctive offering are globally renowned, and we are thrilled to help bring this unique restaurant experience to the people of Hong Kong. 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.”

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

The Cheesecake Factory will open in Hong Kong in May, 2017.

WE has previously worked with Hong Kong Maxim’s Group on projects for Lawry’s The Prime Rib and Wildfire Pizza Bar & Grill restaurants.


About The Cheesecake Factory

The Cheesecake Factory created the upscale casual dining segment in 1978 with the opening of its first restaurant in Beverly Hills, CA. The Cheesecake Factory is known for its extensive and creative menu, generous portions, distinctive décor and legendary desserts and ensures that its dining concept remains consistent across the globe, offering absolute guest satisfaction anywhere. With more than 200 menu selections – all handmade, in-house with fresh ingredients – and more than 30 world famous cheesecakes and desserts, there is truly “A taste for everyone” at The Cheesecake Factory on every visit.

Hong Kong Maxim’s Group

Founded in 1956, Hong Kong Maxim’s Group is a leading food & beverage company comprising of Chinese, Asian and European restaurants, quick service restaurants, bakery shops and institutional catering, while providing a range of festive products, including the award-winning HONG KONG MX Mooncakes. The Group is also the licensee of renowned brands including Starbucks Coffee, Genki Sushi, IPPUDO ramen and The Cheesecake Factory in various territories. Altogether, the Group operates over 960 outlets in Hong Kong, PRC, Vietnam, Cambodia and Thailand. It also established the first Sino-Foreign joint venture (registered as ‘Sino-foreign Joint Venture 001’) in PRC in 1980 and now delivers air catering service in 11 cities through joint ventures.

About WE

WE works with some of the most innovative companies on the planet — those focused on delivering the next big thing. For 30+ years we’ve been movers and opinion shakers, experiencing firsthand how technology can enable brand transformation. Using our Momentum family of services, we partner with clients to set their stories in motion – from insight to impact. Our playground is consumer, health, social innovation and technology. Our fiercely independent mindset allows us the freedom to bring together the best talent, partners and ideas to create powerful, persuasive campaigns. Shiny accolades like Cannes Lions, SABREs, Best APAC Medium Agency, Technology Agency of the Decade and, most recently, a PRWeek Award for Best Use of Social Media/Digital adorn our offices. We’re global, speak 37 languages and we’re not much for standing still. But it's not about us, it's about our clients, their customers, and setting their brands in motion. Time to move.

For more information, press only: James Fearnside,, (+852) 2578 2927