The Cheesecake Factory Names Southeast Asian Concept Rock Sugar

The Cheesecake Factory Names Southeast Asian Concept Rock Sugar Highly anticipated new concept looks to launch in fall 2007.

By Staff -- Restaurants & Institutions, 4/26/2007

To Asian chefs, rock sugar is an essential ingredient, its taste pure, sweet and singular. To Calabasas Hills, Calif.-based The Cheesecake Factory, Rock Sugar Pan Asian Kitchen is expected to be the company’s next take-the-industry-by-storm success. The first unit of the Southeast Asian concept is expected to open in the Century City area of Los Angeles, with September targeted as the debut month at press time.

As do The Cheesecake Factory and sister concept Grand Lux Cafe, Rock Sugar will inhabit a huge footprint—about 7,500 square feet—with high-end décor and an expansive menu. “It will be very upscale casual,” says Howard Gordon (above), senior vice president of business development and marketing. Japanese and Chinese foods will not be featured, leaving the spotlight to shine on Thai, Vietnamese, Malaysian, Indonesian and East Indian cuisines.