Dive Brief:
- The Cheesecake Factory added 22 new menu items spanning multiple categories, including beverages, last week, according to an Instagram post.
- During tests, the menu was well received by guests who provided positive feedback, "highlighting the variety and the quality of the new offerings,” CEO David Overton said during a February earnings call.
- The menu overhaul is part of the chain’s strategy to update its menu twice a year.This update included the removal of 13 items, according to multiple media reports.
Dive Insight:
Menu innovation helps Cheesecake Factory remain relevant to consumers without needing to discount, Overton said. Its large, 250-item menu allows it to appeal to different tastes and guests, which helps drive sales. Its comparable sales were up 1.7% during the fourth quarter, while other chains posted negative comparable sales.
“Cheesecake has always played well on the price point because of so many different options for guests,” Overton said. “And of course, the value proposition of … the size of the portions that allows people to share and have leftovers for the next day. And the overall experience of dining at Cheesecake is a large part of the value proposition that people are looking for today.”
The menu update includes different price points as well as types of cuisine items that would be “middle of the road,” like a new smashburger, Overton said. It also includes new vegetarian options like baby roasted carrots and Asian cucumbers. He added that price points range from $12.95 for an appetizer to $31 for a steak dish.
“We've always said there's nothing that we can't put on our menu that America might want,” he said.
While the chain added a few alcoholic beverages to the menu, like the Japanese Whisky Sour and Margarita Verde, Cheesecake Factory also plans to roll out incremental non-alcoholic beverages this year, CFO Matt Clark said during the earnings call.
Several other casual chains have updated their menus during the past few quarters, including Walk-On’s, Maggiano’s and Red Lobster, as part of the industry’s push to drive traffic and boost sales.
The Cheesecake Factory’s menu update
Menu additions:
- Grilled Asparagus
- Honey Roasted Carrots
- Charred Sugar Snap Peas
- Asian Cucumber Salad
- Chicken & Jalapeno Fritters
- Ahi Tuna & Shrimp Ceviche
- Chicken Shawarma
- Mortadella Panino
- Double Smash Cheeseburger
- Thai Stir Fried Noodles
- Steak Frites
- Spicy Ginger Beef Tenderloin
- Seared Tuna Tataki Salad
- Grilled Branzino
- Grilled Steak & Eggs
- SkinnyLicious Grilled Branzino
Beverages
- Japanese Whisky Sour
- Yuzu Drop
- Margarita Verde
- Yuzu Crush
Desserts
- Kids’ Strawberry Shortcake
Removed from menu:
- Everything Flatbread Pizza
- Mushroom Burger
- Seared Ahi Tuna Salad
- White Chicken Chili
- Spicy Cashew Chicken
- Bistro Shrimp Pasta
- Fried Shrimp Platter
- Petite Filet
- Factory Combinations
- Loaded Mashed Potato Omelette
- Taco Dorados and Eggs
- SkinnyLicious Lemon Herb Paramzan Chicken
- SkinnyLicious Spicy Shrimp Pasta
