People go to Cheesecake Factory to wait.
It's a busy Friday or Saturday night and the idea of Cheesecake Factory sounds, well, luxurious. The people want to announce to all of their friends "I'm going to Cheesecake Factory (I must be fabulous)." The friends respond: "O,h you're going to Cheesecake Factory. You are so spectacular".
Cheesecake has done an unbelievable job at convincing people that their restaurant is something special and then taking it a step further to make them wait 2.6 hours in order to get in. It's amazing. How do they do it? Why are people waiting?
I'm not convinced; the last time I was there was about 2 years ago. Luckily for us, we have had a gift card since December and it was in desperate need of usage. I was determined not to wait a single minute so after careful research and thought I concluded that Saturday at 11:45am is the ideal time to avoid a wait.
I was wrong.