EXHIBIT 99.1      

PRESS RELEASE

THE CHEESECAKE FACTORY OPENS
IN JACKSONVILLE, FLORIDA

FOR IMMEDIATE RELEASE CONTACT:  JANE VALLAIRE
(818) 871-3000

        Calabasas Hills, CA March 16, 2005 – The Cheesecake Factory Incorporated (Nasdaq: CAKE) announces the opening of its newest Cheesecake Factory® restaurant on March 15, 2005 at St. Johns Town Center in Jacksonville, Florida. The restaurant contains approximately 10,300 square feet and 290 seats.

        The Cheesecake Factory Incorporated operates 89 upscale, casual dining restaurants under The Cheesecake Factory® name that offer an extensive menu of more than 200 items with an average check of approximately $16.60. 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 five upscale casual dining restaurants under the Grand Lux Cafe® name; one self-service, limited menu “express” foodservice operation under The Cheesecake Factory Express® mark inside the DisneyQuest®family entertainment center in Orlando, Florida; and licenses three bakery cafe outlets to another foodservice operator under The Cheesecake Factory Bakery Cafe® name.

The Cheesecake Factory Incorporated
26950 Agoura Road, Calabasas Hills, CA 91301 • Telephone (818) 871-3000 • Fax (818) 871-3100