A cheesey brand that shouldn't work.
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A cheesy brand that shouldn’t work.

Opinion

October 14, 2015

There are two types of people in this world. People who love the Cheesecake Factory and people who hate the Cheesecake Factory. I’m in the latter category, and somehow I get forced to go at least once a year. I have one word that sums up my experience: overwhelming. Now, don’t get me wrong, I love cheesecake just as much as the next person but cheesecake takes up a small portion of their gigantic menu. Let’s take a moment to break down their brand.

Cheesecake-Factory-Exterior - Tag Strategies Blog

  1. The name.

    You would think that a restaurant with the word cheesecake as part of their name would be big on cheesecake, but they also have pages and pages of menu options…200 in fact. Also, why would anyone in their right mind choose to add the word factory to the name of any restaurant? When I think of the word factory, I think of machines and assembly lines.CEO David Overton initially didn’t even want to call it The Cheesecake Factory because he didn’t want to confuse customers. However, the name stuck and even intrigued people because it was so unusual. While I still disagree with the name, I can’t argue with the company’s success. Their annual revenue in 2014 was $1.9 billion dollars.

  2. Cheesecake-Factory-Pasta - Tag Strategies Blog

  3. The food.

    If you’re into over-indulging in an excessive amount of calories, this is the place for you. There’s an array of appetizers, one-thousand-calorie salads, sandwiches, pasta, pizza, and entrees. They even have a section of their menu called “Skinnylicious” which is probably the way to go if you actually want to enjoy cheesecake after your meal. If you’re opting for the full Cheesecake Factory experience, forget the skinny crap, and go for all of the lard-laden food you can fit into your mouth, but don’t expect to have room for dessert. You’re gonna need to take that cheesecake to go. They should really call this place the You Won’t Make It To A Slice of Cheesecake Factory (now, that would be more accurate).

  4. Cheesecake-Factory-Interior - Tag Strategies Blog

  5. The interior.

    Outside of a typical Cheesecake Factory you will be faced with a castle-like facade, appearing larger than life. The restaurant interior features large, open-dining areas with a mash-up of ancient Rome, Medieval England, and today’s Las Vegas styles. Each kitchen is laid out like a manufacturing facility.
    The brand let’s prep cooks hand-chop veggies, meat, and seasonings. The actual dishes are prepared by cooks. This operation allows for minimal waste and ensures food comes out as fresh as possible in the most efficient manner.

The Cheesecake Factory is one of those few brands that seem to be doing everything right in the most unconventional way. From their massive entry ways to their gigantic menus and couch-like booths, this is a place that’s proved sometimes bigger can be better. The brand has pinpointed what customers want and know how to make them happy. Love it or hate it, The Cheesecake Factory has it all figured out.

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