The Cheesesteak Factory: Now Dominating Asian Food, Too

The juggernaut of suburban dining known as the Cheesecake Factory just launched a new salvo. Nation’s Restaurant News is reporting that their corporate parent, The Cheesecake Factory Inc. is launching an Asian restaurant chain called Rock Sugar Pan Asian Kitchen. The first branches are scheduled to open in Los Angeles before the end of 2007. As for the food, it’s going to be the same pan-ethnic Americanized globetrotting as Cheesecake Factory but, y’know, Asian. Oh—and they’re totally not competing with PF Chang’s:

The venture will feature the cuisines of Thailand, Vietnam, East India, Malaysia and Indonesia, according to Howard Gordon, the company’s senior vice president for business development and marketing.Gordon said the menu for Rock Sugar - a reference to a common ingredient in Southeast Asian cooking - is still under development, but that it will not include Japanese or Chinese dishes.”We’re not going to be in competition with P.F. Chang’s,” he said, referring to the Chinese menu at P.F. Chang’s China Bistro, based in Scottsdale, Ariz., which recently launched a sister brand called Taneko Japanese Tavern.

The juggernaut of suburban dining known as the Cheesecake Factory just launched a new salvo. Nation’s Restaurant News is reporting that their corporate parent, The Cheesecake Factory Inc. is launching an Asian restaurant chain called Rock Sugar Pan Asian Kitchen. The first branches are scheduled to open in Los Angeles before the end of 2007. As for the food, it’s going to be the same pan-ethnic Americanized globetrotting as Cheesecake Factory but, y’know, Asian. Oh—and they’re totally not competing with PF Chang’s:

The Cheesesteak Factory: Now Dominating Asian Food, Too