In short, it's about making an experience that draws people in who are looking for the comfort/familiarity/ease of a chain, while not just relying on that. The Cheesecake Factory is an above-average restaurant masquerading as a Sysco-food-reheating-service.
The very large menu is a feature--something for everyone--that would be a bug if a lot of other restaurants tried it because the execution is often so dismal once a particular level of size or growth (or both) is reached.
In short, it's about making an experience that draws people in who are looking for the comfort/familiarity/ease of a chain, while not just relying on that. The Cheesecake Factory is an above-average restaurant masquerading as a Sysco-food-reheating-service.
The very large menu is a feature--something for everyone--that would be a bug if a lot of other restaurants tried it because the execution is often so dismal once a particular level of size or growth (or both) is reached.