Exhibit 99.1

The Cheesecake Factory Opens in Wauwatosa, Wisconsin

    CALABASAS HILLS, Calif.--(BUSINESS WIRE)--Oct. 28, 2004--The
Cheesecake Factory Incorporated (NASDAQ:CAKE) announces the opening of
its 86th Cheesecake Factory(R) restaurant on October 26, 2004 at the
Mayfair Mall in Wauwatosa, Wisconsin, a suburb of Milwaukee. The
uniquely designed restaurant contains approximately 10,200 square feet
and 285 seats.
    The Cheesecake Factory Incorporated operates 86 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: Cheesecake Factory Incorporated
             Jane Vallaire, 818-871-3000