The Reason Why the Cheesecake Factory’s Menu Is So Big

iStock/LPETTET
iStock/LPETTET

Some of our most cherished people, places, and things are turning 40 this year: Garfield, Dallas, and Space Invaders among them. Joining these beloved pieces of Americana in celebrating 40 years on the planet is The Cheesecake Factory—that delicious ode to dairy-based desserts that you’ve likely eaten at with your parents. And if there’s one thing you remember about the experience, aside from the massive amount of cheesecake on display, it's the size of The Cheesecake Factory’s menu. And by size we mean both its physical size as well as its breadth of offerings.

The restaurant’s 21-page menu lists more than 250 made-from-scratch items (85 of them chicken dishes) and clocks in at a whopping 5940 words, which is roughly a third of the length of Shakespeare’s Macbeth. Pulling a muscle to lift the menu wouldn’t be totally out of the question. And while cheesecake may be the main attraction, the food offerings span the globe for their culinary inspirations. Thai lettuce wraps sit right alongside stuffed tortillas, chicken and biscuits, and Vietnamese shrimp summer rolls. There’s pizza, too. And salads and sandwiches. And dozens of varieties of cheesecake.

"At first, we really just wanted a menu that lived around the cheesecakes," The Cheesecake Factory founder/chairman/CEO David Marshall Overton told Thrillist earlier this year. "I wasn't a chef, I had no experience in the restaurant business either, and I didn't want any chef we hired to walk out on me. So, I made sure that everything we served, was something I could make myself."

Overton soon realized he had a knack for cooking. As he began to experiment with new and more complex recipes, he added them to the menu and it kept growing. And growing. And growing.

"When I ate at other restaurants during this time, I was able to take some of the more complex recipes, more expensive dishes, and bring them down to casual dining," he told Thrillist. "I'd work on new menu items with a cook, behind the line. And as we kept expanding the menu, people kept responding positively.”

Overton’s marketing strategy was basically: the more dishes, the better. If a couple was headed out to dinner and one person was craving Italian while the other wanted Mexican, they could both happily satisfy their appetites at The Cheesecake Factory. But in those early days, The Cheesecake Factory was just a one-location operation in Beverly Hills, California.

"I probably should have kept the menu slimmer,” Overton admitted. "If I knew then what I know today … I had no idea we would become a chain, and would have to recreate this menu dozens of times. We put anything we wanted to on the menu. Every June and December we added new items. And we tried to stay current, adding any food items that happened to be trending at the time, and tried to keep pace with what America wanted."

When it came time to expand, it was too late to scale things back: the legendarily large menu was a main selling point for dining out at The Cheesecake Factory. And 40 years later, it still is.

In Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth, a popular guide detailing how some of the world’s best-known brands have engendered customer loyalty, Jay Baer and Daniel Lemin wrote extensively about how important The Cheesecake Factory’s back-breaking menu is to its success:

"You might think [it’s] too long, but for The Cheesecake Factory, it's just right. Why? Because the vastness of the restaurant's menu is so unusual that it compels conversation among its patrons. Menu breadth is its secret customer-acquisition weapon—it hides in plain sight, in the hands of each and every diner.

The menu at The Cheesecake Factory is a talk trigger: a built-in differentiator that creates customer conversations.

Every day consumers comment on the remarkable menu variety with a combination of bewilderment, awe, and frustration."

Even if you’ve never eaten at The Cheesecake Factory, you’ve likely heard tell of its menu—and that’s precisely the point.

"The Cheesecake Factory doesn't have to buy awareness because its menu is remarkable enough to compel patrons to tell their friends, which in turn creates new customers,” Baer and Lemin wrote. "When you commit to a talk trigger like The Cheesecake Factory menu, that difference creates conversation that clones your customers, bringing you new revenue for free." Even if you do need to strength-train to lift it.

10 Products for a Better Night's Sleep

Amazon/Comfort Spaces
Amazon/Comfort Spaces

Getting a full eight hours of sleep can be tough these days. If you’re having trouble catching enough Zzzs, consider giving these highly rated and recommended products a try.

1. Everlasting Comfort Pure Memory Foam Knee Pillow; $25

Everlasting Comfort Knee Pillow
Everlasting Comfort/Amazon

For side sleepers, keeping the spine, hips, and legs aligned is key to a good night’s rest—and a pain-free morning after. Everlasting Comfort’s memory foam knee pillow is ergonomically designed to fit between the knees or thighs to ensure proper alignment. One simple but game-changing feature is the removable strap, which you can fasten around one leg; this keeps the pillow in place even as you roll at night, meaning you don’t have to wake up to adjust it (or pick it up from your floor). Reviewers call the pillow “life-changing” and “the best knee pillow I’ve found.” Plus, it comes with two pairs of ear plugs.

Buy it: Amazon

2. Letsfit White Noise Machine; $21

Letsfit White Noise Machine
Letsfit/Amazon

White noise machines: They’re not just for babies! This Letsfit model—which is rated 4.7 out of five with nearly 3500 reviews—has 14 potential sleep soundtracks, including three white noise tracks, to better block out everything from sirens to birds that chirp enthusiastically at dawn (although there’s also a birds track, if that’s your thing). It also has a timer function and a night light.

Buy it: Amazon

3. ECLIPSE Blackout Curtains; $16

Eclipse Black Out Curtains
Eclipse/Amazon

According to the National Sleep Foundation, too much light in a room when you’re trying to snooze is a recipe for sleep disaster. These understated polyester curtains from ECLIPSE block 99 percent of light and reduce noise—plus, they’ll help you save on energy costs. "Our neighbor leaves their backyard light on all night with what I can only guess is the same kind of bulb they use on a train headlight. It shines across their yard, through ours, straight at our bedroom window," one Amazon reviewer who purchased the curtains in black wrote. "These drapes block the light completely."

Buy it: Amazon

4. JALL Wake Up Light Sunrise Alarm Clock; $38

JALL Wake Up Light Sunrise Alarm Clock
JALL/Amazon

Being jarred awake by a blaring alarm clock can set the wrong mood for the rest of your day. Wake up in a more pleasant way with this clock, which gradually lights up between 10 percent and 100 percent in the 30 minutes before your alarm. You can choose between seven different colors and several natural sounds as well as a regular alarm beep, but why would you ever use that? “Since getting this clock my sleep has been much better,” one reviewer reported. “I wake up not feeling tired but refreshed.”

Buy it: Amazon

5. Philips SmartSleep Wake-Up Light; $200

Philips SmartSleep Wake-Up Light
Philips/Amazon

If you’re looking for an alarm clock with even more features, Philips’s SmartSleep Wake-Up Light is smartphone-enabled and equipped with an AmbiTrack sensor, which tracks things like bedroom temperature, humidity, and light levels, then gives recommendations for how you can get a better night’s rest.

Buy it: Amazon

6. Slumber Cloud Stratus Sheet Set; $159

Stratus sheets from Slumber Cloud.
Slumber Cloud

Being too hot or too cold can kill a good night’s sleep. The Good Housekeeping Institute rated these sheets—which are made with Outlast fibers engineered by NASA—as 2020’s best temperature-regulating sheets.

Buy it: SlumberCloud

7. Comfort Space Coolmax Sheet Set; $29-$40

Comfort Spaces Coolmax Sheets
Comfort Spaces/Amazon

If $159 sheets are out of your price range, the GHI recommends these sheets from Comfort Spaces, which are made with moisture-wicking Coolmax microfiber. Depending on the size you need, they range in price from $29 to $40.

Buy it: Amazon

8. Coop Home Goods Eden Memory Foam Pillow; $80

Coop Eden Pillow
Coop Home Goods/Amazon

This pillow—which has a 4.5-star rating on Amazon—is filled with memory foam scraps and microfiber, and comes with an extra half-pound of fill so you can add, or subtract, the amount in the pillow for ultimate comfort. As a bonus, the pillows are hypoallergenic, mite-resistant, and washable.

Buy it: Amazon

9. Baloo Weighted Blanket; $149-$169

Baloo Weighted Blanket
Baloo/Amazon

Though the science is still out on weighted blankets, some people swear by them. Wirecutter named this Baloo blanket the best, not in small part because, unlike many weighted blankets, it’s machine-washable and -dryable. It’s currently available in 12-pound ($149) twin size and 20-pound ($169) queen size. It’s rated 4.7 out of five stars on Amazon, with one reviewer reporting that “when it's spread out over you it just feels like a comfy, snuggly hug for your whole body … I've found it super relaxing for falling asleep the last few nights, and it looks nice on the end of the bed, too.” 

Buy it: Amazon 

10. Philips Smartsleep Snoring Relief Band; $200

Philips SmartSleep Snoring Relief Band
Philips/Amazon

Few things can disturb your slumber—and that of the ones you love—like loudly sawing logs. Philips’s Smartsleep Snoring Relief Band is designed for people who snore when they’re sleeping on their backs, and according to the company, 86 percent of people who used the band reported reduced snoring after a month. The device wraps around the torso and is equipped with a sensor that delivers vibrations if it detects you moving to sleep on your back; those vibrations stop when you roll onto your side. The next day, you can see how many hours you spent in bed, how many of those hours you spent on your back, and your response rate to the vibrations. The sensor has an algorithm that notes your response rate and tweaks the intensity of vibrations based on that. “This device works exactly as advertised,” one Amazon reviewer wrote. “I’d say it’s perfect.”

Buy it: Amazon

This article contains affiliate links to products selected by our editors. Mental Floss may receive a commission for purchases made through these links.

Make Breakfast for the Family in a Flash With the Dash Rapid Egg Cooker

Dash/Amazon
Dash/Amazon

The number of ways you can eat eggs is limited only by your cooking ability and imagination. Now, thanks to the foolproof Dash Rapid Egg Cooker, even that doesn't have to hold you back, because you'll be able to prepare your eggs exactly how you like them in just minutes—no flipping, stirring, or frying required.

Weighing roughly 1 pound and measuring 7.5 inches across, this egg cooker is the perfect size for a shelf or countertop. Its design accommodates a variety of egg preparations, so if you like your eggs boiled, you can fit up to six of them on the tray at once and cook them until they're soft-boiled, hard-boiled, or somewhere in between. The cooker also features trays for poaching eggs and making omelettes.

Rapid Egg Cooker.
Dash/Amazon

The device comes with a measuring cup showing how much water you need to cook each style of egg, and it buzzes and shuts off automatically when they're done. That way, you can make your perfect breakfast even before you've had your first cup of coffee.

The gadget is super popular with breakfast-lovers. It has a 4.6-star rating on Amazon, and the online retailer lists it as one the most-loved items on the site. You can purchase it on Amazon today for $20.

This article contains affiliate links to products selected by our editors. Mental Floss may receive a commission for purchases made through these links.