EXHIBIT 99.1

  The Cheesecake Factory Opens in Oakbrook, Illinois and Des Moines,
            Iowa; Increases Share Repurchase Authorization

    CALABASAS HILLS, Calif.--(BUSINESS WIRE)--Aug. 5, 2004--The
Cheesecake Factory Incorporated (Nasdaq:CAKE) announces the opening of
its 78th and 79th Cheesecake Factory(R) restaurants at the Oakbrook
Center Mall in Oak Brook, Illinois on August 2, 2004 and at the Jordan
Creek Town Center in Des Moines, Iowa on August 4, 2004. "We are very
pleased with these two openings," stated David Overton, Chairman and
CEO. "Our restaurant opening schedule remains on track with an
additional ten new restaurant openings planned for the remainder of
2004."
    Additionally, the Company's Board of Directors increased the share
repurchase authorization of the outstanding common stock of the
Company to 4,000,000 shares from 1,687,500 shares, an increase of
2,312,500 shares. Shares may be repurchased in the open market or
through privately negotiated transactions at times and prices
considered appropriate by the Company. Since the Company's initial
repurchase authorization in 1998, 1,249,100 shares have been
repurchased for approximately $24.5 million. Share repurchases will be
funded from the Company's cash balances, operating cash flow and the
proceeds from the exercise of stock options.
    The Cheesecake Factory Incorporated operates 79 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.

    This press release contains forward-looking statements within the
meaning of the Private Securities Litigation Reform Act of 1995.
Forward-looking statements involve known and unknown risks,
uncertainties and other factors that may cause the actual results,
performance or achievements of the Company to be materially different
from any future results, performance or achievements expressed or
implied by forward-looking statements. Investors are cautioned that
forward-looking statements are not guarantees of future performance
and that undue reliance should not be placed on such statements. In
particular, forward-looking statements regarding the Company's
restaurant sales trends are subject to risks and uncertainties due to
national and regional economic and public safety conditions that
impact consumer confidence and spending, as well as weather and other
factors outside of the Company's control. Forward-looking statements
regarding the number and timing of the Company's planned new
restaurant openings, and the amount and timing of their associated
preopening costs, are subject to risks and uncertainties due to
factors outside of the Company's control, including factors that are
under the control of government agencies, landlords and others.
Forward-looking statements speak only as of the dates on which they
were made. The Company undertakes no obligation to publicly update or
revise any forward-looking statements or to make any other
forward-looking statements, whether as a result of new information,
future events or otherwise unless required to do so by the securities
laws. Investors are referred to the full discussion of risks and
uncertainties associated with forward-looking statements contained in
the Company's filings with the Securities and Exchange Commission.


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