In the New Zealand coastal town of Richmond, where the population just scrapes 19,000, Paulette and Aaron Graham have turned their love of community and craft into a remarkable franchise success story. The Cheesecake Shop’s top-performing Franchise Partners across Australia and New Zealand have transformed the small-town store into a beacon of innovation and community spirit. Their journey isn’t just about business success, it’s a testament to how passion and creativity can thrive, even in the smallest markets.
From Humble Beginnings to National Recognition
Paulette and Aaron started with a simple yet powerful vision: to create a space where their region could celebrate special milestones and everyday moments. Overcoming the challenges of a small regional market, they quickly turned their Richmond store into the go-to destination for all celebrations and indulgent moments.
Customers flock to their store for their specialty range of daily treats and the warm, welcoming atmosphere the franchise owners cultivate. Their store has become more than a place to buy dessert; it’s a place for locals and visitors to go to celebrate every occasion, no matter how big or small.
Their effort to create a storefront experience like no other didn’t go unnoticed. At The Cheesecake Shop’s 2024 Franchise Partner Conference, Paulette and Aaron were bestowed the prestigious Konopacki Leadership Award, recognising them as the top- performing Franchise Partners of the Year.
The History Behind the Konopacki Leadership Award
Pioneered by The Cheesecake Shop’s founding brothers, Robert and Warwick Konopacki, the Konopacki Leadership Award is an honorary achievement awarded at the annual Franchise Partner Conference. The three-day event welcomes over 250 Franchise Partners, Business Partners and Corporate Team Members to celebrate innovation, collaboration and shared success. The award, sponsored by Bulla, was a highlight of the evening and marked a proud moment for the Richmond store and its community.
The Power of Passion and Innovation
The couple’s success is attributed to their exceptional leadership, business acumen and a strong commitment to their community. The constant discovery of creative initiatives to grow their business through local marketing strategies, including birthday campaigns and collaborations with local radio stations, saw sales soar by 16 per cent and their customer base increase by 20 per cent year-on-year. These numbers tell a story of success but also reveal a profound commitment to making every customer feel valued and every interaction meaningful.
The Heart of Their Success
At the core of Paulette and Aaron’s success lies their unwavering commitment to their community. They often give back to their customers through vouchers and are Gold Sponsors at the Nelson Go Kart track. Their deep connection to the community has helped their business thrive and entrenched them as integral members. Richmond’s The Cheesecake Shop experience reflects the franchise partners’ internal values as both business owners and customers, where every cake is crafted with care and every customer is treated like family.
An Inspiring Example for All
Paulette and Aaron want to inspire anyone looking to make a difference in their community. They’ve shown that success isn’t just about numbers; it’s about a genuine commitment to the people you serve. Their achievements offer a powerful example of how remarkable success is possible, even in the smallest markets.
“Promoting a sense of community within the experience of our The Cheesecake Shop was at the heart of our business initiatives. From the start, we decided to be actively involved in community events to not only enhance The Cheesecake Shop’s visibility in the region but promote the community of Richmond (Tasman) as a whole,” the couple said.
Their journey highlights the importance of staying true to your values and proves that with passion and innovation, anything is possible.
About The Cheesecake Shop
Founded in 1991, The Cheesecake Shop has grown to become one of Australia and New Zealand’s most beloved cake and dessert franchise brands. With a commitment to quality, creativity and community engagement, The Cheesecake Shop offers a wide range of delicious cakes and desserts that bring joy to customers across the region.