8-K

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                       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):
                                  June 29, 2004


                       THE CHEESECAKE FACTORY INCORPORATED
             (Exact Name of Registrant as Specified in its Charter)


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

                                26950 Agoura Road
                        Calabasas Hills, California 91301
                    (Address of principal executive offices)

               Registrant's telephone number, including area code:
                                 (818) 871-3000

                                 Not Applicable
          (Former name or former address, if changed since last report)

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ITEM 5.  OTHER EVENTS

     On June 29, 2004, The Cheesecake Factory Incorporated issued a press
release entitled "The Cheesecake Factory Opens in Alpharetta, Georgia." A copy
of the press release is attached as Exhibit 99.1.








                                   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:    June 29, 2004                      THE CHEESECAKE FACTORY INCORPORATED



                                            By:  /s/ MICHAEL J. DIXON
                                                --------------------------------
                                                Michael J. Dixon
                                                Senior Vice President and Chief
                                                Financial Officer





                                  EXHIBIT INDEX

      Exhibit            Description
- ---------------------    -------------------------------------------------------
        99.1             Press Release dated June 29, 2004 entitled "The
                         Cheesecake Factory Opens in Alpharetta, Georgia."

EX-99.1

                                                                    EXHIBIT 99.1

         The Cheesecake Factory Opens in Alpharetta, Georgia

    CALABASAS HILLS, Calif.--(BUSINESS WIRE)--June 29, 2004--The
Cheesecake Factory Incorporated (Nasdaq: CAKE) announces the opening
of its 77th Cheesecake Factory(R) restaurant in Alpharetta, Georgia on
June 28, 2004. Located at North Point Mall, the uniquely designed
restaurant is the third Cheesecake Factory restaurant in the Atlanta
area.

    The Cheesecake Factory Incorporated operates 77 upscale, casual
dining restaurants under The Cheesecake Factory(R) name that offer an
extensive menu of more than 200 items with an average check of
approximately $16.09. The Company also operates a bakery production
facility that produces over 50 varieties of quality cheesecakes and
other baked products for the Company's restaurants and for other
leading foodservice operators, retailers and distributors.
Additionally, the Company operates three upscale casual dining
restaurants under the Grand Lux Cafe(R) name in Los Angeles, Chicago
and Las Vegas; one self-service, limited menu "express" foodservice
operation under The Cheesecake Factory Express(R) mark inside the
DisneyQuest(R) family entertainment center in Orlando, Florida; and
licenses three bakery cafe outlets to another foodservice operator
under The Cheesecake Factory Bakery Cafe(R) name.

    CONTACT: The Cheesecake Factory
             Jane Vallaire, 818-871-3000