Exhibit 99.1

            The Cheesecake Factory Announces New Restaurant Openings;
      Management to Present at the RBC Capital Markets Consumer Conference


    CALABASAS HILLS, Calif.--(BUSINESS WIRE)--Sept. 29, 2004--The
Cheesecake Factory Incorporated (Nasdaq:CAKE) proudly announced the
opening of two new restaurants on September 27, 2004:

    --  Grand Lux Cafe(R) at The Galleria in Dallas, Texas, containing
        approximately 13,317 square feet and 398 seats.

    --  The Cheesecake Factory(R) at the Short Pump Town Center in
        Richmond, Virginia, containing approximately 11,005 square
        feet and 323 seats.

    "We are very pleased with opening night results at both of these
restaurants," commented David Overton, Chairman and CEO. "We are also
very excited to continue the growth of our Grand Lux Cafe concept and
look forward to our fifth Grand Lux Cafe opening in Houston in
December."
    Management of the Company will be presenting at the RBC Capital
Markets Consumer Conference on Wednesday, October 6, 2004, at 10:30
a.m. Eastern Time. Investors may listen to the presentation 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 for thirty days following the presentation.

    The Cheesecake Factory Incorporated operates 84 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 four upscale casual dining
restaurants under the Grand Lux Cafe(R) name in Los Angeles, Chicago,
Las Vegas and Dallas; 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 Incorporated
             Jane Vallaire, 818-871-3000