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.

Necco Wafers and Sweethearts Are Making a Comeback—Whether You Like It or Not

Via Tsuji via Flickr // CC BY-NC-ND 2.0
Via Tsuji via Flickr // CC BY-NC-ND 2.0

This past Valentine’s Day was a little less sweet without Sweethearts conversation hearts gracing store shelves, but there’s some good news on the horizon. According to CandyStore.com, Necco-brand candies are coming back—well, some of them, at least.

The future of classic candies like Sweethearts conversation hearts, Necco Wafers, Clark Bars, Mary Janes, and Sky Bars has been uncertain ever since the New England Confectionery Company went out of business last year. People sent online retailer CandyStore.com thousands of emails asking what would become of their favorite confections, so the website’s staff painstakingly “tracked down the fate of all the Necco candy brands,” according to a blog post.

Spangler Candy Company, which acquired a couple of the Necco brands, appears to be keeping its promise of bringing back Necco Wafers, Sweethearts, and Canada Mints. However, the new owner is still testing recipes, and the time frame for their return remains undetermined.

“We are committed to making sure these brands meet consumer expectations when they reenter the market," Spangler CEO Kirk Vashaw told the candy website. "Doing it right takes time."

Only one of the original Necco brands, Candy Buttons, is currently available for purchase under new ownership. There is also a good chance that several other candies—including Clark Bars, Sky Bars, Mighty Malts, Haviland Thin Mints, Slap Stix, and various flavored chews—will be returning in the future. The rights to many of these brands were bought by different companies, some of which are now experimenting with production methods. For instance, the CEO of the Boyer Candy Company, which now owns Clark Bars, said recent attempts to produce the candy have resulted in Clark Bars “coming out in the shape of hot dogs,” which is not ideal. (Though they reportedly “taste fantastic.”)

As for Mary Janes and Squirrel Nut Zippers: those candies remain in greater peril. The Mary Jane brand is still for sale, and there’s some confusion about who owns the Zippers trademark. The latter can still be bought from CandyStore.com, but sadly, Mary Janes have become nearly impossible to find. “Panic buyers of Mary Janes are really glad they did,” the website states. “Their secret stash is the best place to find them.”

For more details about the future of your favorite Necco candies, check out CandyStore.com’s blog post. In the meantime, you can still find some of the discontinued candies on Amazon and other online retailers, albeit for very high prices.

Henri, an Adorable Bulldog from North Carolina, Is Named Cadbury's Newest Easter 'Bunny'

iStock.com/freddiesfabdesign
iStock.com/freddiesfabdesign

Bunnies are cute and all, but they've got nothing on Henri: an 18-month-old English bulldog with lots of rolls and lots of love to give. As WDSU News in New Orleans reports, Henri has won the honor of starring in Cadbury's new "Clucking Bunny" commercial in the lead-up to Easter, right as the chocolate creme eggs start to make their annual reappearance.

A bulldog in bunny ears
The Hershey Company

He was selected from a pool of more than 4000 pets that sported bunny ears and posed for pictures as part of Cadbury's first-ever "Bunny Tryouts." His owners, Kathie and Tim Santillo, of Wilmington, North Carolina, dressed him in an adorable Easter bunny costume that included an oversized pink bow and fluffy white tail. In addition to the fame and Instagram follower boost that Henri is likely to get out of this contest, his owners will also receive $5000—and some of that money will presumably go towards toys for this very good boy.

"When people see the iconic Cadbury Clucking Bunny commercial, they know Easter season is here," Katrina Vatter, a member of the Cadbury U.S. marketing team, said in a statement. "For the first time in over 35 years, we are honored to expand our tradition and welcome Henri as a new character to the commercial."

Cadbury also announced the names of the 19 pets who qualified as semi-finalists. They were mostly cats and dogs, but there was also a goat, a horse, a bearded dragon, and a llama named Conswala, who donned rainbow-colored bunny ears. Naturally, an actual bunny also made it to the final round. Check out some of the semi-finalists' photos below.

Perhaps it's for the best that a dog—and not a cat—was chosen. In the film industry at least, cats are a little more challenging to have on set because they're sensitive to the noises around them. "I think of cats as walking and living satellites," Dawn Barkan, who has trained animals for movies like Meet the Parents and Inside Llewyn Davis, told Mental Floss in 2014.

"Their ears are picking up every sound, and their bodies are picking up all the vibrations around them, so they're constantly tuning in to everything that's going on around them, and they're sensitive. So if there are loud noises or a lot of commotion, and the cat hasn't been desensitized to that, they're going not going to be comfortable, whereas dogs are a little bit more easygoing."

[h/t WDSU News]

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