The Cheesecake Factory Expands Menu with Bowls and Small-Plate Bites

The Cheesecake Factory has introduced two new menu categories: bowls and small-plate bites, with 14 new dishes. The bowls range from $15 to $16 and the bites are designed to drive interest and offer new ways to enjoy the menu. The company has also seen record average weekly sales in the second quarter, with off-premises sales of 21%. North Italia's average unit volumes increased by 2% and same-store sales declined 1%, while Flower Child's same-store sales increased by 4%.

The Cheesecake Factory has announced the introduction of two new menu categories—Bowls and Bites—aiming to attract value-conscious diners and boost overall sales. The new additions include 14 dishes, with bowls priced between $15 and $16 and bites ranging from $10 to $15 per dish. These offerings are designed to be affordable and flexible, providing customers with more options to enjoy the restaurant's extensive menu.

The new menu categories are part of the company's strategic move to enhance growth and compete against rivals. The Cheesecake Factory CEO, Matthew Clark, stated that the effective pricing of these new offerings is expected to be well below industry standards, driving significant value for consumers [1]. The company will feature these new items on a separate menu card to ensure they stand out among the restaurant's vast menu options.

The introduction of the new menu categories coincides with the company's record average weekly sales in the second quarter, with off-premises sales representing 21% of total sales. North Italia's average unit volumes increased by 2% in Q2 2025, while same-store sales declined by 1%. Flower Child's same-store sales increased by 4% during the same period [2].

The new menu additions are expected to have a positive impact on the company's financial performance. The Cheesecake Factory anticipates a decline in menu pricing by 2% to 2.5% for the second half of the fiscal year, driven by increased negative mix from the new lower-priced items. This strategic move is aimed at attracting more customers and increasing overall spending.

The Cheesecake Factory's focus on value-driven offerings is a response to the recent dip in traffic, which was partially attributed to a 4% price increase during the second quarter of fiscal 2025. Despite the price increase, the company's loyal fanbase continues to support the brand, with comparable sales increasing by 1.2% and driving record-high average weekly sales.

The company's expansion plans include opening up to 25 new units in 2025, with a focus on menu innovation, digital loyalty, and operational improvements. The strategic focus on Flower Child and North Italia has been underscored by strong margin gains and accelerated expansion, contributing to the company's long-term growth strategy.

The Cheesecake Factory's new menu categories are a strategic way to meet consumers' needs and demands, evolve with ever-changing trends, and drive growth. The company's cautious, data-driven approach to marketing, loyalty, and menu strategy is evident in its commitment to understanding and responding to the changing consumer environment.

References:
[1] https://www.thestreet.com/restaurants/the-cheesecake-factory-unveils-new-affordable-menu-categories
[2] https://www.fool.com/earnings/call-transcripts/2025/07/30/cheesecake-factory-cake-q2-2025-earnings-call/