Aware of the immediate association with both its corporate name and its most established product, The Cheesecake Factory thought CAKE would be a "fun, memorable way" to represent itself. It also pays tribute to the legacy of Chairman and CEO David Overton's late mother, Evelyn, the mastermind behind the brand's eponymous dessert.
A Cheesecake Factory spokesperson acknowledged that the ticker may amuse newcomers but said that it does stick in their minds.
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