We primarily look at a 5-mile radius as our most important criteria. We have never really advertised over the years. Today, we can open in a new area and have an hour wait. The Cheesecake Factory made some mistakes in the very beginning. I am a quick learner and our concept has always been very strong.
Some people work hard, struggle and touch success but are afraid of it for whatever reason.
No, the consistent popularity of The Cheesecake Factory has always encouraged me to continue growing the concept. Also, it has been a challenge to have The Cheesecake Factory gain the national recognition it has today. We moved into our existing Corporate Office in the summer of 1995. Prior to that we used the trunks of our cars and met in various restaurants for meetings. I think this was very positive for our corporate group as we always stayed in touch with the restaurants.