UAE proves sweet on The Cheesecake Factory

Everyone seems to want a slice of the action at the popular American chain's Dubai Mall outlet, it's first international venture.

The Dubai Mall branch is serving upwards of 2,000 customers a day. Christopher Pike / The National

The American chain The Cheesecake Factory threw open its doors in The Dubai Mall at the tail end of Ramadan. An hour before iftar on its first day of trading, the queue to get in snaked the entire length of the mall's aquarium - no easy feat when you consider just how big that fish tank is.

Over the past few weeks, rather than dying down, the hype surrounding this dining spot has grown. Tales of the restaurant's immediate popularity seem to have added to the lure. The 1,388-square-foot space throngs with people, whether you wander past 30 minutes after opening, try to avoid the rush by arriving midafternoon or make the mistake of turning up at peak hours during lunch or dinner.

At capacity the restaurant can seat 320 people and on average they are serving upwards of 2,000 customers a day - startling numbers to the say the least.

For the uninitiated

The chain has long been loved in the US. Its current chairman and founder, David Overton, opened the first Cheesecake Factory with his parents in Beverly Hills back in 1978. Overton's idea for creating an accessible dining spot with an extensive menu, generous portions and a focus on cheesecake has endured.

There are now more than 150 Cheesecake Factory outlets in the US, but the one in The Dubai Mall is the chain's first international venture. Nader Hallal, the head of marketing for the food and retail division of Alshaya, The Cheesecake Factory's partner in the Middle East, puts this decision down to the prime location "in one of the biggest malls in the world, next the tallest tower in the world, close to the world's largest performing fountain".

In total, there are plans for 22 Middle East openings, with Kuwait next on the list in October followed by a return to Dubai for Mall of the Emirates.

Is it just cheesecake?

No, far from it. The menu is more akin to a book, with a staggering 200 different options. Dishes range from Buffalo wings to wasabi crusted tuna, via 16 different types of pasta, pizza, seafood specials, steaks, chops, meatloaf, salads, sandwiches and an extensive list of appetisers.

"The idea behind it is comfort food, made from scratch - meals that you get in fine restaurants served in a casual environment at a more agreeable price point," says Scott Thomas, the director of operations.

For a first-time visitor feeling overwhelmed, note that the avocado egg rolls, sweetcorn tamale cakes, Cajun jambalaya, luau salad and chicken madeira are all long established Cheesecake Factory favourites.

Be warned, though: the portions are huge - plates are more akin to platters, salads come piled 30 centimetres high and the cheesecake is sold in hefty wedges rather than slices.

The pièce de résistance

Hallal says early reports suggest that cheesecake is going to be even more popular in the UAE than in the US; sales of the dessert account for 20 per cent of the restaurant's total, whereas in America the percentage hovers around the 10 to 15 per cent mark. Meanwhile, Thomas observes that "everyone's having dessert. In the States a lot of people will split a dessert; here everyone seems to want their own".

There are about 30 different kinds of cheesecake available, all of which are flown in from The Cheesecake Factory's central kitchen in Calabasas, California to ensure consistency and quality control. A single slice will set you back around Dh32 and some varieties can be purchased whole.

Flavours range from the long established favourite, the Fresh Strawberry (graham cracker crust, sour cream topping, glazed strawberries) to Mango Key Lime (mango mousse on a vanilla macaroon crust) to Craig's Crazy Carrot Cake Cheesecake (carrot cake and cheesecake swirled together and topped with cream cheese icing and roasted icing) and a whole lot more. So far in the UAE, the Oreo Dream Extreme - creamy cheesecake layered with Oreo cookies, topped with Oreo cookie mousse and chocolate icing - has proved to be the out-and-out favourite.

Food for thought

Just a few things to ponder here. What does it say about the UAE's developing dining that the most popular opening so far this year is an American chain restaurant, specialising in calorie-, fat- and sugar-laden desserts?

Portions are, as mentioned, very large indeed - no doubt a sign of all-American generosity but perhaps not ideal in a region beset with obesity issues and one of the highest diabetes rates in the world. Lastly, it seems a bit of a shame that a soft drink with complimentary refills costs just Dh2 more than a small bottle of designer (Fiji Artesian) water.

Find The Cheesecake Factory opposite the aquarium in The Dubai Mall. At the moment, they don't take phone reservations, so it's best to turn up and put your name on the list. You'll be given a buzzer which will sound when your table is available. The restaurant is open daily from 11am (10am on Fridays).