The Cheesecake Factory’s recent growth may be thanks to Gen Z virality. The restaurant has had a big year financially, with its stock outperforming major tech companies and a second consecutive quarter of more than $1B in revenue. According to the brand, part of that momentum is tied to their “expanded presence on social media,” where creators are vlogging their visits, sharing viral food hacks, and, maybe most importantly, channeling their inner Tuscan mom. Inspired by the early 2000s and the Desperate Housewives-esque vision of suburban luxury, the Tuscan mom aesthetic romanticizes a lifestyle filled with designer accessories, leisurely shopping trips, and yes, visits to The Cheesecake Factory. The trend reportedly peaked in popularity on Pinterest this summer, right around the time the restaurant was celebrating their billion-dollar milestone. And like the aesthetic itself, dining at The Cheesecake Factory offers a taste (pun intended) of upper-middle-class living that most Gen Z has never experienced firsthand but desires anyway. (CNN)
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