The Cheesecake Factory to Open First Beijing Branch, Jan 29

First opened in Beverly Hills, California in 1978, The Cheesecake Factory has gone on to become an American mall mainstay restaurant for families, high school lovebirds, and anyone looking to pig-out on family-style dining options that boast some of the highest calorific content this side of, well, America.

The entrance of The Cheesecake Factory in Wangfujing Central

Now with over 200 branches to its name, the official opening date for the new 800sqm, 190-seat Beijing restaurant is Monday, Jan 29 at 12.38pm, a time that we're told is considered auspicious by the branch's Hong Kong proprietors.

The brand prides itself on making over 200 menu items from scratch every day, a range that covers some significant ground; from their trademark desserts and 22 signature cheesecakes to other dishes with a global twist (think Korean fried cauliflower, crispy Cuban rolls) mixed with hearty fare like pizza, pasta, sandwiches, and burgers. Management has told us that unlike similar international chains, the recipes and portion sizes haven't been altered to suit local tastes.

Bye bye New Year's resolutions: Each slice of this tiramisu cheesecake contains approximately 1,000 calories

Beijing's branch of The Cheesecake Factory is operated by Hong Kong F&B corporation Maxim's and marks the third of the brand's East Asia stores, including the first, which opened in Shanghai Disneyland in 2016, followed by Hong Kong's Harbour City venue in May of last year.

It joins many other venues in the booming Wangfujing (WF) Central, including international stores from the likes of Hong Kong's Jade Garden and America's Victoria's Secret, as well as new branches of local restaurants such as Tiago and Tribe (also to open later this month).

Having caught flak from some sides for being too unhealthy, the restaurant has made a concerted effort in the past few years to expand their healthier options, including a superfood and "Skinnylicious" range. It will be interesting to see whether the brand will be able to hook the Chinese market past American expats looking for a (big) little slice of home.

Check back for a full review once we've got our fill.

The Cheesecake Factory 芝乐坊
Mon-Fri, 11am-10pm; Sat-Sun 10am-10pm. 412-419, 4/F, East Building, WF Central, 269 Wangfujing Street, Dongcheng District (6525 1238; WeChat: CheesecakeFactory芝乐坊)
东城区王府井大街269号4层412-419室

Photos: Tom Arnstein, courtesy of The Cheesecake Factory

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