The restaurant’s decor resembles a spastic, multigenre interior design fever dream.
The Cheesecake Factory has never been known for its subtle approach to casual dining. First and foremost, it’s called “The Cheesecake Factory.” Second, their tome-like menu consists of bloated offerings that would serve as several days’ worth of meals were one guided purely by caloric intake recommendations.
However, putting aside their food, The Cheesecake Factory also more quietly exists as one of the more ridiculous takes on restaurant design the world has ever seen. Max Kreiger, a Cleveland-based game developer, walks the world through the senseless, anarchic, and baroque approach to design the chain has managed to leverage to great financial ends.
If you want a fully immersive "postmodern design hellscape" themed dining experience I highly recommend dinner at T… https://t.co/Of0pqRrcYn— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510891642.0
I mean check out this exterior greco-roman cornices, seashells above the pseudo-arched doors, topped with a dome a… https://t.co/xAsMV44Yty— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510892629.0
Pseudo-Egyptian faces top columns with hybrid palm frond/lotus blossom designs and pseudo-heiroglyphics. It's unche… https://t.co/7WbTxQ7t0A— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510893488.0
TCF blasts you w/ a "luxury dining" aesthetic while cutting some /bizarre/ corners. They serve you water in tankar… https://t.co/qH9b5JPcpb— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510894093.0
In the next tweets, Kreiger offers an interesting, if not fully-developed, theory that The Cheesecake Factory aims to disorient its diners. It may not be apparent to customers at the time, but in hindsight, it’s difficult to argue that such a volatile composition of design aesthetics, cuisines, and even menus would be accidental.
The unchecked frenetic design doesn't stop there. Look at the goddamn menu. Or should I say FOUR MENUS - menu, "s… https://t.co/5GAbbpF7sH— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510895107.0
-"Quick Bites" -Appetizers -Glamburgers -Specialties -Pasta -Sandwiches -Steaks/Chops/Fish/Seafood -Pizza -"Super F… https://t.co/QyBK74jwwi— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510895488.0
Lest you think that Krieger’s observations are a biased hit piece on the easily-targeted chain, he concedes that the food, in spite of the breadth of offerings, is pretty good.
And then, at the end of it all, in a cold lonely counter cooler, the cheesecake. my location placed it near the lo… https://t.co/QA9Eqx2uqP— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510896469.0
Is he going to end with the inevitable observation that this garish “have it all!” restaurant is a proxy for American capitalism and excess?
Of course he is.
To conclude: There is nothing more quintessentially "American capitalism" in flavor than The Cheesecake Factory W… https://t.co/4V973tzTFK— 〽️ax krieger's big mood (@〽️ax krieger's big mood)1510896874.0
While Krieger’s account will likely to do little to dissuade The Cheesecake Factory’s faithful patrons, it’s entirely likely that he just turned the bizarre restaurant into appointment dining for gawking hipsters and foodies who want to experience this culinary theme park ride firsthand.