The Cheesecake Factory Serves up a Delicious 30th Anniversary Celebration

Tue Jul 15, 2008 8:02am EDT

* Reuters is not responsible for the content in this press release.

Milestone will be Celebrated with a Return to the Original Price
   for Cheesecake, a Limited Edition 30th Anniversary Chocolate Cake
  Cheesecake to Benefit America's Second Harvest - The Nation's Food
  Bank Network, and a Menu of Other Sweet Initiatives to be Announced
                          Throughout the Year
CALABASAS HILLS, Calif.--(Business Wire)--
Three decades ago, former law student and rock drummer David
Overton opened a neighborhood restaurant in Beverly Hills with the aim
of showcasing his mother's desserts. From that original 78-seat venue,
The Cheesecake Factory(R) has grown to over 140 restaurant locations
across the U.S., along the way creating a new category of dining
called "upscale casual." With its ever-evolving menu of more than 200
freshly-prepared items, The Cheesecake Factory has made an extensive
range of flavors and cuisines accessible to a broad audience, holding
"a mirror to the American palate," according to Time magazine.

   Celebrating "30 Delicious Years," The Cheesecake Factory is
serving up several sweet initiatives throughout the year. To kick-off
the anniversary celebration and in commemoration of National
Cheesecake Day on July 30, The Cheesecake Factory(R) restaurants will
offer every delicious slice of its more than 30 varieties of
cheesecake with a dollop of nostalgia by featuring all cheesecakes at
$1.50 per slice, limit one per guest, on that day--as they were when
the restaurant first opened in 1978. In addition, a special, limited
edition cheesecake, the 30th Anniversary Chocolate Cake Cheesecake,
will be introduced on July 30 with $0.25 from the sale of each slice
sold this year benefiting the national hunger-relief organization,
America's Second Harvest - The Nation's Food Bank Network. Additional
activities will be announced throughout the year.

   The Cheesecake Factory story began in Detroit where Evelyn Overton
created a stir with her original New York-style cheesecake recipe. A
gift for her husband Oscar's boss brought more requests, leading her
to open a small bakery shop. In order to raise a family, Evelyn moved
the bakery to the basement of their home.

   Their children grown, in 1971 Evelyn and Oscar decided to move
their cheesecake business from Detroit to Los Angeles. With their life
savings they opened a 700-sq. ft. commercial bakery, called The
Cheesecake Factory(R), in North Hollywood. Four years later, as sales
steadily grew, the Overtons moved into a larger facility in suburban
Woodland Hills, allowing Evelyn to create more than 20 varieties of
her delicious cheesecakes and other desserts, which were snapped up by
hundreds of wholesale accounts from Santa Barbara to San Diego and
beyond.

   On February 25, 1978, having briefly studied law and played drums
in San Francisco rock bands (even appearing on the same bill as Janis
Joplin), David Overton decided to open a modest restaurant in Beverly
Hills focused on his mother's popular desserts. Five years later,
after earning a reputation for its eclectic menu, sharable portions
and signature cheesecakes, The Cheesecake Factory opened a second
restaurant in Marina del Rey, and from there dotted the landscape with
restaurant locations opening across the country. In 1999, the
Company's second concept, Grand Lux Cafe(R), opened at the Venetian
Resort in Las Vegas, offering "casual global cuisine" in an atmosphere
that captured the grandeur and luxury of fine European cafes. And last
month saw the debut of the Company's newest concept, RockSugar Pan
Asian Kitchen(TM), a unique offering in upscale casual dining
featuring the cuisines of Thailand, Vietnam, Malaysia, Singapore,
Indonesia and India.

   In dedication to his parents, who achieved the American Dream
through their entrepreneurship and fanatical attention to quality, in
2001 David Overton established The Cheesecake Factory Oscar & Evelyn
Overton Charitable Foundation. Among myriad efforts through the
Foundation, The Cheesecake Factory prepares and serves an annual
Thanksgiving Day Feast at Salvation Army shelters in nearly a dozen
cities. It also supports organizations such as the City of Hope, last
year fulfilling a five-year commitment to donate $1 million through
its annual charity golf tournament.

   At the heart of the brand's 30-year success is an enduring
commitment to guest service, a spirit of excellence, and innovation
that brings guests back again and again. From the moment guests enter
The Cheesecake Factory, they know they are someplace special - with
its vibrant decor, friendly, knowledgeable staff and diverse menu. The
Cheesecake Factory prepares all of its recipes from scratch, made to
order, using only high-quality ingredients. Along with antibiotic-free
chicken, premium beef and humanely caught fresh fish, its produce is
sourced from premium growers and its cooking oils contain zero trans
fats. With a varied menu that includes healthy Weight Management
Salad(TM) and entree options, and a wide selection of lunch portions
based on the restaurant's most popular items, there's nothing that
America wants to eat that can't go on The Cheesecake Factory menu.

   While its legendary family cheesecake recipe has become an
authentic American standard, The Cheesecake Factory remains well ahead
of the curve in culinary trends. Time magazine praised the
restaurant's menu for continually growing and changing, much like an
annual family portrait. During the late '70s and early '80s, David
Overton "stuffed the sandwiches with sprouts, served espresso drinks
nine years before Starbucks did, and kept himself open to new ideas."
From its Cuban Sandwich to the Baja Chicken Tacos, Cajun Jambalaya
Pasta to Jamaican Black Pepper Shrimp, Miso Salmon to Vietnamese
Summer Rolls, the restaurant has not only infused tastes trending
toward the mainstream but, indeed, has helped to make them mainstream.
Says Time, "By keeping the door open to Asia, Latin America and
Africa," among other regions, the menu of The Cheesecake Factory has
earned a reputation for being "as inclusive as America itself."

   About The Cheesecake Factory Incorporated

   The Cheesecake Factory Incorporated (NASDAQ:CAKE) created the
upscale casual dining segment in 1978 with the introduction of its
namesake concept and continues to define it today with the two highest
productivity concepts in the industry. The Company operates 143
restaurants throughout the U.S. under The Cheesecake Factory(R) name
with an extensive menu of more than 200 items and fiscal 2007 average
annual unit sales of approximately $10.4 million. Grand Lux Cafe(R),
the Company's second concept, has 13 units in operation across the
U.S. offering a broad menu of more than 150 items and average annual
unit sales of approximately $12.7 million in fiscal 2007. The Company
also operates one unit of its newest concept, RockSugar Pan Asian
Kitchen(TM), and two bakery production facilities in Calabasas Hills,
CA and Rocky Mount, NC that produce over 60 varieties of quality
cheesecakes and other baked products. Additionally, the Company
licenses two bakery cafe outlets to another foodservice operator under
The Cheesecake Factory Bakery Cafe(R) mark. For more information,
please visit thecheesecakefactory.com.

   About America's Second Harvest - The Nation's Food Bank Network

   America's Second Harvest -- The Nation's Food Bank Network is the
largest charitable domestic hunger-relief organization in the United
States. Through its network of more than 200 member food banks,
America's Second Harvest annually provides assistance to more than 25
million people in need, including more than 9 million children and
nearly 3 million seniors in all 50 states, the District of Columbia
and Puerto Rico. Each year, America's Second Harvest secures and
distributes more than 2 billion pounds of food and grocery products to
support feeding programs at approximately 63,000 local charitable
agencies, including food pantries, soup kitchens, emergency shelters,
after-school programs, and Kids Cafes. To learn more, please visit
www.secondharvest.org.

The Cheesecake Factory Incorporated
Investor contact:
Jill Peters, 818-871-8342
jpeters@thecheesecakefactory.com
or
B/W/R Public Relations
Media contacts:
Kelly Striewski/Heather McGuire
310-248-6164 / 310-248-6141
kstriewski@bwr-la.com/hmcguire@bwr-la.com

Copyright Business Wire 2008
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