For aspiring franchisees, taking the leap into business ownership can feel intimidating. It demands dedication, a willingness to learn and a healthy dose of courage. And Debbie Nielsen is no stranger to any of these. When her husband and her spotted a “For Sale” sign outside The Cheesecake Shop in Hervey Bay, they had no baking skills, no business experience and no roadmap for what lay ahead. At the time, Debbie was working long hours as a cleaner in a busy nursing home, yet something about that little shop called to her and she made the bold decision to take the leap.
In August, Debbie was crowned ‘Culture Champion’ at The Cheesecake Shop’s annual
Franchise Partner Conference Awards.
Today, Debbie is the proud owner of The Cheesecake Shop in Hervey Bay; a thriving, multi-award-winning business and local dessert staple in her community. She shares her journey of turning a leap of faith into a remarkable success story.Career Journey & Milestones
“Despite the name, taking over the store was anything but a piece of cake. I had to learn everything on the job: staying late to practice piping roses one shaky swirl at a time, mastering the ovens and poring over spreadsheets long after the doors had closed.”“Over the past 23 years, I’ve grown not only as a baker but as a business owner, learning the ins and outs of running a successful franchise and turning my store into a top- performing location.”
“I still remember the first order coming in. I was so nervous I had to get my husband, Darren, to help bake it! Somehow, decorating the cakes felt even more nerve-racking than running the business itself. But over time, my baking and decorating skills have grown alongside my business skills, and that combination has helped me create a store I’m proud to run.”
“Along the way, my efforts have been recognised with awards including Queensland Franchise Award of the Year (2015), Queensland and National Franchise Award of the Year (2017), and Culture Champion Award (2025); milestones that reflect the hard work
I’ve put in and the incredible support I’ve received from my team and the franchise
network.”Hervey Bay’s Community Impact & Team Spirit
“Giving back has always been central to my store and nothing has shown me the power of community quite like The Cheesecake Shop’s Make-A-Wish campaign for Quinn in 2024. From the moment we shared Quinn’s story, the people of Hervey Bay rallied around her. Some customers bought $30 cakes for $100, insisting the change gostraight to Quinn’s wish, while others stopped by to donate even just a few dollars. By the end of the month, our store had received the largest donations nationwide.”
“Meeting Quinn in person with my daughter Ash was one of the most special moments of my journey. Seeing the joy on her face and realising how something as simple as a cupcake fundraiser could make such a difference, reminded me that the true success of a business lies in how much it can give back to the community that supports it.”
“Over the years our store has fundraised for countless charities, from the Australian Red Cross to Ronald McDonald House and Hip Dysplasia Australia. Watching the community come together reminds me that a business can be more than profits, it can be a force for good. That experience has taught me how important it is for business owners to truly get to know their community, because the support you give and receive can shape your business just as much as your daily operations.”Franchise Support & Collaboration
“Having a strong franchise network made all the difference when I stepped into a business I’d never run before. The Cheesecake Shop team supported me every step of the way, from professional training and resources to guidance on baking, operations, and marketing. They also offer ongoing development opportunities and a comprehensive support network, including weekly newsletters, monthly webinars, biannual roadshows and an annual conference where franchise partners can connect with leadership, industry experts and fellow partners.”“Their support gave me the confidence to tackle areas I have no experience in and helped me find my footing when everything felt overwhelming.”
“My advice to anyone starting out is simple: work hard, but don’t be afraid to ask for help. Leaning on your franchise network isn’t a sign of weakness, it's the secret ingredient for success.”
“Running a franchise takes grit, patience and a willingness to learn. But if you’re
prepared to put in the work, it can be one of the most rewarding paths you’ll ever take. Lean on your franchise network, take calculated risks and never underestimate the value of building real connections with the people around you.”
