CALABASAS HILLS, Calif., Aug 06, 2008 (BUSINESS WIRE) --
The Cheesecake Factory Incorporated (CAKE:

The Cheesecake Factory Inc

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 Last: 16.51+0.97+6.24%
4:00pm 08/08/2008
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CAKE 16.51,
+0.97,
+6.2%)
today announced
that it has adopted a prearranged stock repurchase plan under Rule
10b5-1 of the Securities Exchange Act of 1934 ("10b5-1 Plan") to
assist in the Company's planned share repurchases of between $150
million and $200 million in fiscal 2008. In the first half of fiscal
2008, the Company repurchased shares totaling approximately $97
million, and has approximately 12.9 million shares remaining under its
31 million share authorization.

Under the 10b5-1 Plan, Goldman Sachs & Co. will have the authority
to repurchase the Company's shares in the open market or through
privately negotiated transactions, in accordance with the terms of the
plan. The 10b5-1 Plan will permit repurchases commencing September 5,
2008 through February 15, 2009, unless the plan is terminated earlier
in accordance with its terms.

"Adopting a 10b5-1 Plan is a constructive way for us to continue
to return capital to shareholders," commented David Overton, Chairman
and CEO. "The plan provides us with more flexibility by broadening the
window for share repurchases and will help us to more effectively
execute our share repurchase program."

About The Cheesecake Factory Incorporated

The Cheesecake Factory Incorporated created the upscale casual
dining segment in 1978 with the introduction of its namesake concept
and continues to define it today with the two highest productivity
concepts in the industry. The Company operates 143 restaurants
throughout the U.S. under The Cheesecake Factory(R) name with an
extensive menu of more than 200 items and fiscal 2007 average annual
unit sales of approximately $10.4 million. Grand Lux Cafe(R), the
Company's second concept, has 13 units in operation across the U.S.
offering a broad menu of more than 150 items and average annual unit
sales of approximately $12.7 million in fiscal 2007. The Company also
operates one unit of its newest concept, RockSugar Pan Asian
Kitchen(TM), and two bakery production facilities in Calabasas Hills,
CA and Rocky Mount, NC that produce over 60 varieties of quality
cheesecakes and other baked products. Additionally, the Company
licenses two bakery cafe outlets to another foodservice operator under
The Cheesecake Factory Bakery Cafe(R) mark. For more information,
please visit thecheesecakefactory.com.

Safe Harbor Statement

This press release contains forward-looking statements within the
meaning of the Private Securities Litigation Reform Act of 1995.
Forward-looking statements in this release are generally identified by
words, such as "believes," "anticipates," "plans," "expects," "will,"
and "would," and similar expressions that are intended to identify
forward-looking statements. Forward-looking statements involve known
and unknown risks, uncertainties and other factors that may cause the
actual results, performance or achievements of the Company to be
materially different from any future results, performance or
achievements expressed or implied by forward-looking statements.
Investors are cautioned that forward-looking statements are not
guarantees of future performance and that undue reliance should not be
placed on such statements. Approximately 12.9 million additional
shares of the Company's common stock may be purchased under the
Company's share repurchase authorization. This authorization does not
require the Company to purchase a specific number of shares and it may
be modified, suspended or terminated at any time. The timing and
number of shares repurchased, if any, pursuant to the share repurchase
authorization will be subject to a number of factors, including
current market conditions, legal constraints and available cash or
other sources of funding. Forward-looking statements speak only as of
the dates on which they were made. The Company undertakes no
obligation to publicly update or revise any forward-looking statements
or to make any other forward-looking statements, whether as a result
of new information, future events or otherwise unless required to do
so by the securities laws. Investors are referred to the full
discussion of risks and uncertainties associated with forward-looking
statements and the discussion of risk factors contained in the
Company's filings with the Securities and Exchange Commission. These
filings are available on a website maintained by the Securities and
Exchange Commission at www.sec.gov.

SOURCE: The Cheesecake Factory Incorporated

The Cheesecake Factory Incorporated
Jill Peters, 818-871-8342
jpeters@thecheesecakefactory.com