8-K

UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549

FORM 8-K

CURRENT REPORT

PURSUANT TO SECTION 13 OR 15(d) OF

THE SECURITIES EXCHANGE ACT OF 1934

Date of Report (Date of earliest event reported):

August 29, 2011

THE CHEESECAKE FACTORY INCORPORATED

(Exact Name of Registrant as Specified in its Charter)

Delaware	0-20574	51-0340466
(State or other jurisdiction of incorporation)	(Commission File Number)	(IRS Employer Identification No.)

26901 Malibu Hills Road

Calabasas Hills, California 91301

(Address of principal executive offices) (Zip Code)

Registrant’s telephone number, including area code:

(818) 871-3000

Not Applicable

(Former name or former address, if changed since last report)

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions (see General Instruction A.2. below):

oWritten communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

oSoliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)

oPre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14.d-2(b))

oPre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))

ITEM 8.01OTHER EVENTS

In a press release dated August 29, 2011, The Cheesecake Factory Incorporated (“Company”) announced that Donald Evans has joined the Company as Chief Marketing Officer.  The full text of the press release is attached as Exhibit 99.1 to this report and is hereby incorporated by reference herein.

In a press release dated August 30, 2011, the Company announced the opening of its newest Cheesecake Factory restaurant at the Danbury Fair Mall in Danbury, Connecticut.  The restaurant opened on August 29, 2011 and contains approximately 7,400 square feet and 180 seats.  The full text of the press release is attached as Exhibit 99.2 to this report and is hereby incorporated by reference herein.

ITEM 9.01FINANCIAL STATEMENTS AND EXHIBITS

(d)         Exhibits

99.1	Press release dated August 29, 2011 entitled “The Cheesecake Factory Names New Chief Marketing Officer”
99.2	Press release dated August 30, 2011 entitled “The Cheesecake Factory Opens in Danbury, Connecticut”

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SIGNATURES

Pursuant to the requirements of the Securities Exchange Act of 1934, the Registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

Date:   August 30, 2011	THE CHEESECAKE FACTORY INCORPORATED
	By:	/s/ W. Douglas Benn
		W. Douglas Benn
		Executive Vice President and Chief Financial Officer

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EXHIBIT INDEX

Exhibit	Description
99.1	Press release dated August 29, 2011 entitled “The Cheesecake Factory Names New Chief Marketing Officer”
99.2	Press release dated August 30, 2011 entitled “The Cheesecake Factory Opens in Danbury, Connecticut”

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EX-99.1

Exhibit 99.1

PRESS RELEASE

FOR IMMEDIATE RELEASE	Contact: Jill Peters
	(818) 871-8342
	jpeters@thecheesecakefactory.com

THE CHEESECAKE FACTORY NAMES NEW CHIEF MARKETING OFFICER

Calabasas Hills, CA – August 29, 2011 – The Cheesecake Factory Incorporated (NASDAQ: CAKE) today announced that Donald Evans joined the Company as Chief Marketing Officer.  Mr. Evans will be responsible for all aspects of the Company’s marketing and branding, including planning and executing marketing strategies, and social media and other publicity campaigns.

Mr. Evans’ experience, spanning over 15 years, focuses on brand and product marketing for a number of major Hollywood studios and as a consultant, primarily to clients in the entertainment industry.  He spent 11 years with The Walt Disney Company, most recently as Senior Vice President of Animation Marketing for Pixar Animation and Walt Disney Animation Studios.  In that role, he was responsible for all aspects of strategic marketing, including traditional and digital campaigns, publicity, research, media and in-theater marketing, resulting in successfully publicizing the studios’ biggest animated releases.  In addition, Mr. Evans served as CEO of 33 Consulting, a firm he founded, whose clients included creative agencies such as Wieden + Kennedy and mOcean, where he developed film marketing and strategy plans, as well as clients such as Activision.

“Donald is a seasoned executive who has built his career on marketing high-caliber consumer brands and products.  He has a deep understanding of marketing strategy and has demonstrated the ability to create innovative approaches that are on-brand and of high quality.  He is also well-versed in directing digital strategies using social media in order to drive consumer awareness and engagement.  We are excited to have Donald join our senior management team and are confident that his leadership will help support the future growth of our concepts,” said David Overton, Chairman and CEO.

About The Cheesecake Factory Incorporated

The Cheesecake Factory Incorporated created the upscale casual dining segment in 1978 with the introduction of its namesake concept.  The Company operates 167 full-service, casual dining restaurants throughout the U.S., including 153 restaurants under The Cheesecake Factory® mark; 13 restaurants under the Grand Lux Cafe® mark; and one restaurant under the RockSugar Pan Asian Kitchen® mark.  The Company also operates two bakery production facilities in Calabasas Hills, CA and Rocky Mount, NC that produce over 70 varieties of quality cheesecakes and other baked products.  To learn more about the Company, please visit www.thecheesecakefactory.com.

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The Cheesecake Factory Incorporated

26901 Malibu Hills Road, Calabasas Hills, CA 91301 · Telephone (818) 871-3000 · Fax (818) 871-3100

EX-99.2

Exhibit 99.2

PRESS RELEASE

FOR IMMEDIATE RELEASE	Contact: Jill Peters
	(818) 871-8342
	jpeters@thecheesecakefactory.com

THE CHEESECAKE FACTORY OPENS IN DANBURY, CONNECTICUT

Calabasas Hills, CA – August 30, 2011 – The Cheesecake Factory Incorporated (NASDAQ: CAKE) today announced the opening of its newest Cheesecake Factory restaurant at the Danbury Fair Mall in Danbury, Connecticut.  The restaurant opened on August 29, 2011 and contains approximately 7,400 square feet and 180 seats.

About The Cheesecake Factory Incorporated

The Cheesecake Factory Incorporated created the upscale casual dining segment in 1978 with the introduction of its namesake concept.  The Company operates 167 full-service, casual dining restaurants throughout the U.S., including 153 restaurants under The Cheesecake Factory® mark; 13 restaurants under the Grand Lux Cafe® mark; and one restaurant under the RockSugar Pan Asian Kitchen® mark.  The Company also operates two bakery production facilities in Calabasas Hills, CA and Rocky Mount, NC that produce over 70 varieties of quality cheesecakes and other baked products.  Learn more about the company at www.thecheesecakefactory.com.

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The Cheesecake Factory Incorporated

26901 Malibu Hills Road, Calabasas Hills, CA 91301 · Telephone (818) 871-3000 · Fax (818) 871-3100