The Cheesecake Factory, the beloved American restaurant chain renowned for its extensive menu and diverse cheesecake varieties, has announced its ambitious entry into Southeast Asia, with its first store set to open in Bangkok, Thailand, in December 2023.
This expansion represents a significant milestone for the company, which has grown from its first restaurant in Beverly Hills, California, in 1978 to over 200 locations across the United States and around the world.
A full-service dining experience that boasts over 250 menu items, from appetizers and salads to pasta dishes and, of course, a wide variety of delicious cheesecakes, makes The Cheesecake Factory more than just a restaurant.
Known for its commitment to quality, the chain offers both classic and innovative dishes made with high-quality ingredients, ensuring that there is something for everyone, including vegetarian and gluten-free options.
The planned Bangkok restaurant will be located on the ground floor of Central World, one of the city’s major shopping malls.
Prior to the restaurant’s grand opening, there could be a series of competitions and pop-up stores to build local interest in the brand, though these plans are yet to be confirmed.
In addition to its culinary delights, the Cheesecake Factory is also known for its elegant and upscale decor. Customers are drawn to the warm, inviting atmosphere that makes them feel at home.
The staff’s friendly and attentive nature, coupled with top-notch service, completes the dining experience that the brand is famous for.
The expansion into Southeast Asia follows the brand’s successful entry into China in 2016, with restaurants now located in Disneytown in Shanghai, as well as Hong Kong, Beijing, and Macao.”
Hong Kong’s Maxim’s Caterers, a partner of the Cheesecake Factory, has further plans to open 18 Cheesecake Factory restaurants across Thailand by 2028, signaling a strong commitment to the region.
Notably, the localization of the menu is under consideration, and it has been suggested that David Overton, the US owner and son of founders Oscar and Evelyn Overton, may personally oversee this process. The final menu is expected to be announced in August.
Fans of the Cheesecake Factory brand can look forward to potential online prizes and pop-ups in October and November, in anticipation of the December opening.