Every June and December we added new items. We put anything we wanted to on the menu. "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. "I probably should have kept the menu slimmer,” Overton admitted. But in those early days, The Cheesecake Factory was just a one-location operation in Beverly Hills, California. 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. Overton’s marketing strategy was basically: the more dishes, the better. And as we kept expanding the menu, people kept responding positively.” "I'd work on new menu items with a cook, behind the line. "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. As he began to experiment with new and more complex recipes, he added them to the menu and it kept growing. Overton soon realized he had a knack for cooking. So, I made sure that everything we served, was something I could make myself." "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. "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. Thai lettuce wraps sit right alongside stuffed tortillas, chicken and biscuits, and Vietnamese shrimp summer rolls. And while cheesecake may be the main attraction, the food offerings span the globe for their culinary inspirations. Pulling a muscle to lift the menu wouldn’t be totally out of the question. 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. And by size we mean both its physical size as well as its breadth of offerings. 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. 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. Perhaps even more impressive is our research finding that more than nine in ten customers discuss The Cheesecake Factory when directly asked for restaurant recommendations.Some of our most cherished people, places, and things are turning 40 this year: Garfield, Dallas, and Space Invaders among them. Respondents were asked, "Have you ever recommended The Cheesecake Factory to someone who was not specifically asking for recommendations, just because you were particularly pleased with your experience?" Among them, 66 percent had. To better understand the impact of The Cheesecake Factory's talk triggers, we partnered with Audience Audit, a respected provider of consumer panel research, to identify hundreds of adults who had dined at a Cheesecake Factory location within the prior thirty days. This pass-along effect-when customers tell your story almost involuntarily, turning themselves into volunteer marketers-is what makes word of mouth so delightfully impactful for companies that possess a talk trigger.
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