8-K

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                                  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):
                                September 8, 2004


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


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

                                26950 Agoura 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):

|_|  Written  communications  pursuant to Rule 425 under the  Securities Act (17
     CFR 230.425)
|_|  Soliciting  material pursuant to Rule 14a-12 under the Exchange Act (17 CFR
     240.14a-12)
|_|  Pre-commencement   communications  pursuant  to  Rule  14d-2(b)  under  the
     Exchange Act (17 CFR 240.14.d-2(b))
|_|  Pre-commencement   communications  pursuant  to  Rule  13e-4(c)  under  the
     Exchange Act (17 CFR 240.13e-4(c))

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SECTION 7.0 - REGULATION FD

ITEM 7.01     REGULATION FD DISCLOSURE

     On September 8, 2004, The Cheesecake  Factory  Incorporated  issued a press
release  entitled  "The  Cheesecake  Factory  To  Present at the Banc of America
Securities  Investment  Conference".  A copy of the press release is attached as
Exhibit 99.1.


SECTION 9.0 - FINANCIAL STATEMENTS AND EXHIBITS

ITEM 9.1      FINANCIAL STATEMENTS AND EXHIBITS

              (c) Exhibits
                  99.1   Press release dated September 8, 2004.

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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:    September 8, 2004                  THE CHEESECAKE FACTORY INCORPORATED



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


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                                  EXHIBIT INDEX

      Exhibit            Description
- ---------------------    ------------------------------------------------------
        99.1             Press Release dated September 8, 2004 entitled
                         "The Cheesecake Factory To Present at the
                         Banc of America Securities Investment Conference".


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EX-99.1

                                                                    Exhibit 99.1

               The Cheesecake Factory to Present at the
           Banc of America Securities Investment Conference

    CALABASAS HILLS, Calif.--(BUSINESS WIRE)--Sept. 8,
2004--Management of The Cheesecake Factory Incorporated (Nasdaq:CAKE)
will be presenting at the Banc of America Securities 34th Annual
Investment Conference in San Francisco on Monday, September 20, 2004
at 3:00 p.m. Pacific Daylight Time.
    Investors may listen to the presentation and breakout session live
through the Internet by selecting the "Audio Webcasts" option under
the "Investor" section of the Company's website located at
http://www.thecheesecakefactory.com. An archived webcast will also be
available through October 8, 2004.
    The Cheesecake Factory Incorporated operates 82 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