Exhibit 99.1

            The Cheesecake Factory Opens in Corte Madera, California

    Business Editors

    CALABASAS HILLS, Calif.--(BUSINESS WIRE)--Sept. 21, 2004--The
Cheesecake Factory Incorporated (Nasdaq:CAKE) announces the opening of
its newest Cheesecake Factory(R) restaurant at The Village in Corte
Madera on September 20, 2004. The restaurant contains approximately
8,700 square feet and 250 seats.
    The Cheesecake Factory Incorporated operates 83 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 Incorporated
             Jane Vallaire, 818-871-3000