Page 202 - Harnessing the Management Secrets of Disney in Your Company

Make Your Elephant Fly—Plan 183

does not accept them, based on a belief that it would be unacceptable if a
guest’s requested dining time couldn’t be honored.
Without great people, David knows, it’s impossible to achieve great
things. Early on, he found perhaps the best team member of his career—good
friend, loyal baker, and first-class hostess, Linda Candioty. Linda worked in
the original LA Cheesecake Factory bakery experimenting with recipes for
mousse pies and fudge cakes alongside Evelyn Overton. Today, Linda’s
famous Fudge Cake is still one of the chain’s most popular menu items.
David and Linda were a match made in “cheesecake heaven.” In the
new restaurant, their roles were carefully planned: David took care of
the business and Linda took care of the people. David was always test-
ing and perfecting new menu items, and people continually raved about
the quality and the choices he made. Linda was practicing the “Never a
customer, always a guest” Disney credo even then. “Our guests choose us.
They are in our home. They need to be comfortable.” says Linda. “If the
coffee is cold or they don’t like it or they want another table, that’s what
I’m here for. There’s never any other way to look at it in my mind.” For
years to come, new staff learned Linda’s style of taking care of people, and
although she is now retired, her legacy is valued to this day.
The Cheesecake Factory grew slowly, even though they had a huge
hit on their hands and a formula that worked. He could have opened up
new stores at any time in the first five years, but David’s plan was to make
sure everything was in place before jumping to new sites. By 1988, The
Cheesecake Factory was operating in only three locations, all in California.
In 1994, David decided to test a market in far away Washington, D.C. on
the advice of a good friend. Having done no formal market research and no
advertising, David held his breath to see what would happen. Once again,
people showed up in droves. In D.C., or in any other location for that mat-
ter, the company has never deviated from its policy of “no reservations,”
much to the dismay of notable U.S. senators and distinguished executives
who pleaded for the best tables and no waiting. “I told them we are very
democratic at The Cheesecake Factory,” Linda said, “We seat our guests
in the order they arrive.”
According to the masses that swarm to their doors from opening to
closing, The Cheesecake Factory restaurant experience is worth the wait.
This leading chain was one of the first to provide pagers for their guests,
allowing them to shop or mingle while waiting for an open table. A new

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