THE CHEESECAKE FACTORY IN LEBANON
The Cheesecake Factory, an American award-winning casual dining restaurant, has debuted in Lebanon. The brand’s first branch is located in V Verdun building, Verdun, Beirut. The restaurant is operated by Assaad Food and Beverage, sal under the supervision of the local licensee of Middle East T.C.F. Corporation, a subsidiary of The Cheesecake Factory Incorporated.
“We have researched the market for several years to get ourselves ready to open the branch in Beirut,” said Lisa Mcdowell, senior vice president, global development, for The Cheesecake Factory Incorporated.
The restaurant brings to customers an extensive menu loaded with over 250 selections, including over 50 lower calorie ‘Skinnylicious’ dishes as well as 40 signature cheesecakes and desserts. “The Cheesecake Factory in Beirut is the first outlet in the Middle East to serve cocktails and alcohol,” said Mcdowell. She said that food, however,
is still not prepared with alcohol.
“We have replicated the place exactly, especially when it comes to tastes and flavors,” she said. All ingredients were imported to guarantee the consistency of the flavors, except for the fresh ingredients that were supplied locally. The restaurant has also chosen local wine brand Wardy as its house wine, according to Mcdowell. “The only thing that we could not get here are our special potatoes, but we will start planting them locally.”
“Cheesecake Factory is best to be shared,” stressed Mcdowell, highlighting the fact that the restaurant will place importance upon the concept of ‘taking left over food home’ as a general practice based on the restaurant’s generous portions.
A second branch of The Cheesecake Factory is not foreseen in the short term. Mcdowell explained that they would rather put a foothold in a market and give it a little time. Then, based on that performance, they can decide what their future steps would be. “Our growth is methodical and not fast. It took us five years of operation to launch our second restaurant in the US, and another five to open the third.”
Founded as a family business in Beverly Hills, California, in 1978, The Cheesecake Factory has grown to become a global brand with annual sales of USD 2 billion. The restaurant network involves more than 200 branches operated around the world, including nine locations in the Middle East. For the first time ever, the Dubai Restaurant Week from 25 February till 5 March, will take place during the Dubai Food Festival (25 February till 12 March). Over 30 restaurants in the city will be participating.
The star-studded restaurant line-up includes favorites run by international and Michelin-starred chefs, including Gordon Ramsay (Bread Street Kitchen), Atul Kochhar (Rang Mahal), Heinz Beck (Social), Vineet Bhatia (Ashiana) and Alfredo Russo (Vivaldi).
Dubai Restaurant Week reservations can be made via official booking partner Roundmenu, an online restaurant booking, discovery, review and sharing platform for Dubai residents and foodies.